Editor’s note: This guide summarizes what happened, who qualified, and what the case teaches about advertising claims and evidence.
Snapshot (for quick readers)
- U.S. class period: Jan 1, 2002 – Oct 3, 2014
- U.S. benefit: $10 cash or $15 in product (prorated)
- Canada class period: Jan 1, 2007 – July 23, 2019
- Canada benefit: Up to $10 CAD (prorated) from an ~CAD $850,000 fund
- Status today: Claims closed; no admission of liability; slogan not banned
What exactly was argued?
No one believed Red Bull would literally give people wings. The legal question was whether the brand’s marketing implied objective, testable performance benefits—like sharper focus or better reaction time—beyond what typical caffeine provides, and whether those claims were sufficiently backed by evidence. The cases resolved by settlement, not a finding of liability.
U.S. settlement: timeline & benefits
In the United States, consolidated lawsuits reached a settlement worth $13 million. Eligible purchasers during 2002–2014 could claim $10 cash or $15 in Red Bull products. Actual payouts depended on the number of valid claims and administrative costs. Processing finished years ago, so there’s no current way to file.
| Item | U.S. Details |
|---|---|
| Settlement fund | $13,000,000 |
| Class period | Jan 1, 2002 – Oct 3, 2014 |
| Benefits | $10 cash or $15 in products (prorated) |
| Status | Closed |
Canadian settlement: timeline & benefits
In Canada (through proceedings in Quebec), the parties reached a national settlement with a fund of about CAD $850,000. Eligible buyers between 2007–2019 could claim up to $10 CAD, subject to proration. As in the U.S., Red Bull did not admit wrongdoing, and the claims period has ended.
| Item | Canada Details |
|---|---|
| Settlement fund | ~CAD $850,000 |
| Class period | Jan 1, 2007 – July 23, 2019 |
| Benefits | Up to $10 CAD per claimant (prorated) |
| Status | Closed |
Was the slogan false advertising—or just puffery?
Puffery is obvious exaggeration that reasonable consumers don’t take as literal or measurable. The controversy here wasn’t the feathered wings; it was the implied performance edge. When ads suggest specific, testable benefits, they generally require competent, reliable evidence. That line—between puffery and evidence-backed claims—is why this case still gets cited.
Does Red Bull outperform coffee?
An 8.4-oz (250 ml) can of Red Bull contains roughly 80 mg of caffeine—about the same as a small cup of coffee. Any “boost” a consumer feels is largely explained by caffeine. Plaintiffs argued the drink didn’t deliver greater measurable benefits than ordinary coffee.
Practical takeaways for marketers & consumers
- Say it if you can prove it: If your ad hints at better focus, stamina, or reaction time, you’ll need solid evidence.
- Mind the whole message: Courts consider the voice-over, visuals, fine print, and landing pages together.
- Refresh substantiation: If formulas or claims change, update your testing and disclosures.
- Consumers: Treat punchy slogans as storytelling; look for the numbers behind performance promises.
FAQs
Is the “gives you wings” slogan banned?
No. The settlements resolved monetary claims and did not prohibit the slogan. The focus was on implied, testable benefits.
Can I still file a claim?
No. Both the U.S. and Canadian claims programs have closed.
How much caffeine is in a small can of Red Bull?
About 80 mg per 8.4-oz (250 ml) can, similar to a small home-brewed coffee.
Did Red Bull admit wrongdoing?
No. The company denied liability and settled to avoid the cost and uncertainty of litigation.