Posted 20 hours ago

Red Bull Energy Drink 250 ml x 24

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Now, both companies, GPH and JDB, were using their own trademark, WANG LAO JI and JIA BU DUO, respectively, but on the same red can container (Figure 4). The brand adapts to the newest trends and has heavily shifted toward a video-first approach in its social content Though Red Bull stood up to the claim settlement, it didn't admit its wrongdoing. Or so to say, Red Bull still believed in its' wings'. This is what the company officially stated -- "Red Bull settled the lawsuit to avoid the cost and distraction of litigation. However, Red Bull maintains that its marketing and labelling have always been truthful and accurate, and denies any and all wrongdoing or liability."

That's why we'll take our analysis further and run a performance comparison between Red Bull and Monster Energy for TikTok as well. While Redbull’s marketing strategy for social media relies heavily on video content, as mentioned earlier, whether or not this was the smartest move is to be determined by looking at data. The message to practitioners is ultimately the same as for the Red Bull case: carefully draft contract clauses to avoid litigation. Red Bull is an energy drink offered by Red Bull GmbH, an Austrian private company founded in 1984. It's the brainchild of Austrian entrepreneur Dietrich Mateschitz (it's okay, we also couldn't pronounce) and Thai businessman Chaleo Yoovidhya. Also, just so you know, the founders are among the top two richest persons of their respective countries. So, when Red Bull said it "gives you wings", what it basically meant was that it stimulates your nervous system, reduces drowsiness, and makes you feel so cool and active. Thus, you feel light and energetic. And it does, isn't it? Many even take it as a lite version of hard drinks! Gosh! So, now you know, it didn't literally give you wings'. Rather, it is a metaphor (a word that carries a different underlying meaning and not its literal interpretation).Moreover, every single video posted on a specific platform is very well adapted to that specific network's audience and style. From a glance, it would seem that Red Bull's marketing strategy is the more effective one, given that it helped the brand gain both a bigger fanbase and increased engagement. By using such vague terms as "shall provide . . . the trademark" or "[t]he trademark is part of the assets of the company", to describe its investment in the joint venture, Tencel opened the door for the joint venture to argue that the ownership of the trademark had, in fact, been transferred. The Court, whilst adjudging the matter, contemporaneously viewed the products and held that there was no similarity or likeness between the two products. It was further opined that the layout of the two cans were wholly different in terms of their colour schemes and fonts along with the brand names of the aforesaid products, “Red Bull” and “STING” being prominently displayed on the respective cans. Moreover, in comparison to the brand name of the defendant PepsiCo’s product, “STING”, which was displayed conspicuously on the cans, the impugned tagline only appeared in a small font. Therefore, it was apparent that no confusion or deception would be caused to the consumers of the respective products and consequently, no case of passing off could be made out. As for some strategy insights that got Red Bull's nowadays, the main takeaways would be the followings:

In the Wang Lao Ji case, the SPC stated that the goodwill attached to the trademark, which may have considerably increased through the implementation of the licence agreement, could not be separated from the ownership of the trademark. However, the Court also ruled that since the container developed by the licensee had become a source identifier, both the licensor and the licensee should be allowed to use it. Looks like nobody has said anything yet. Would you take this as an opportunity to start a discussion or a chat fight may be. Okay, if this was just a metaphor, where was the deception part? Under what grounds was the suit filed? And who filed it? Well, let's explore. Benjamin Careathers v. Red Bull North America, Inc. And what did Red Bull plan to achieve, you ask? See, Red Bull's niche target market is the youth, and the youth wants mystery and vigour in all endeavours. Therefore, in a bid to entice the youth, they came up with this brilliant ad. As intended, the plane took off and the result... Red Bull became the most consumed energy drink in the world. Red Bull gives you wings." - did this ad slogan influence you to try out the drink? Yeah? That's awesome as long as you don't take it literally. And once you do, things can get seriously awkward. That's exactly what happened in the US when a person filed a suit against Red Bull for not giving him 'wings'! Sounds ridiculous? Ya, we know. But it's how it is.Starting in 2003, JDB invested heavily in placing Wang Lao Ji commercials on television channels during prime time, and the red can herbal tea became famous in China.

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