Cutting Through the Bull
Wednesday, May 7th, 2008Red Bull has successfully sued several bars for substituting other energy drinks to patrons who ask for a mixed drink with Red Bull. A Chicago court just awarded the company more than $500,000.
Red Bull now runs the risk of hurting its own reputation. Why? The company that created the energy drink category looks like it is bullying competitors. And, if that message is delivered by your friendly, neighborhood bartender, you’re pretty likely to believe it.
Simply “being in the right” may not be enough to win in the court of public opinion if a company doesn’t aggressively manage its communications. Red Bull must protect itself with consumers. Failure to do so will harm its reputation and, likely, threaten sales.