Red Bull Energy Drink 250 ml x 24

Product Information

With such a 360 video content strategy, Red Bull is sure to get on the radar of every platform's audience, gaining huge visibility. Through its combined marketing campaigns - some more unconventional than others - Red Bull has succeeded in becoming the top-of-mind brand for its core audience - young adults who are looking for an energy boost. He] claimed that Red Bull did not provide sufficient information regarding mixing the drink with alcohol. This was a stronger argument as the licensee had indeed created and developed a specific image for the packaging. What is fascinating about Red Bull's video marketing strategy is that although the main video concept remains the same for all platforms used, the brand's content is unique on all three channels.

Attar had originally tried to get in on that settlement, but was turned down because he was Canadian. To see what tactics other popular brands on TikTok have leveraged lately, you can take a look at our brand analysis of Duolingo's TikTok strategy or Ryanair's creative concept for its TikTok account.The message to practitioners is ultimately the same as for the Red Bull case: carefully draft contract clauses to avoid litigation. But with social media marketing being so complex, thanks to the many and increasing social platforms that rise every couple of years, it's hard to establish the effectiveness of a brand's social media strategy by looking at only one channel.

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. The Court, whilst adjudging the matter, contemporaneously viewed the products and held that there was no similarity or likeness between the two products. In December 2014, the Guangdong High Court found that the red can packaging could not be separated from the WANG LAO JI trademark. But facts state that a 250ml can of Red Bull contains about 80mg of Caffeine which is much less than a smaller 207ml of coffee that contains as much as 150mg of Caffeine.

Therefore, let’s quickly look at a side-by-side comparison of a couple of Red Bull’s Instagram KPIs against the ones of one of the brand’s main competitors - Monster Energy. Consequently, from 1998 onwards, the two companies, GPH and JDB, were producing the same product using the same trademark, WANG LAO JI, but were selling the tea in very different containers: the green container and the red can. In such cases, at the end of the licence agreement, the licensee may continue to use its own trademark, which has benefited from the promotion during the life of the agreement. This data is logged in pseudonymised form, unless a visitor provides us with their personal data through creating a profile, such as when signing up for events or for downloading information that is not available to the public.

As a brand that targets highly energetic persons, adventure lovers, and adrenaline seekers through its TikTok channel - instead of having a hard product and sales approach - Red Bull tries to rather emphasize its connection with such personalities.When Apple was ready to launch the new iPad tablet in China, it found that the trademark IPAD was already registered by a Chinese company. A majority of people read it as a clever bit of branding, one indicating the energy drink’s high caffeine content, and leave it at that. A cookie set by YouTube to measure bandwidth that determines whether the user gets the new or old player interface.

Given that trademark ownership remains with the licensor at the end of a licence agreement, it is highly recommended to stipulate in the agreement whether the licensor and/or the licensee shall bear the cost of advertisements and promotion and which party will benefit from such promotion. Actually, according to the data dug up using Socialinsider, it seems that Instagram Reels make up most of Red Bull’s Instagram posts. It was also contended that Red Bull’s plaint itself acknowledged that the aforesaid tagline was being used by the plaintiff in a descriptive manner. JDB proceeded to register and use a different Chinese trademark, JIA DUO BAO, and sell the herbal tea under the JIA DUO BAO trademark affixed on the red can. Red Bull suffered defeat in a recent trademark case before the Delhi High Court when they attempted to seek an injunction against PepsiCo India and its energy drink “STING” for alleged infringement and passing off.

Therefore, once the licence is terminated, all the value remains with the trademark owner and no compensation is due. Further, since the impugned tagline of the defendant PepsiCo was also used in a descriptive or laudatory manner comprising of four words of the English language that intended to describe the features and quality of the drink, and not as a trademark, no case of infringement could be made out in terms of the provisions of The Trade Marks Act, 1999 in India. The lawsuit was built upon the premise that “drinking Red Bull does not give you ‘wings’ or result in improved performance.