You’ve probably heard the joke a thousand times. Someone cracks open a can, takes a sip, looks at their shoulder blades, and sighs because there’s no feathers. It’s the ultimate "gotcha" for corporate advertising. But back in 2013, the idea of suing Red Bull for not giving wings stopped being a playground joke and turned into a multi-million dollar legal headache for the energy drink giant.
Most people think some guy actually thought he’d sprout literal appendages. That’s not what happened.
Benjamin Careathers, the guy who headed the class-action suit, wasn't an idiot. He didn't show up to court crying because he couldn't fly over traffic. The reality is much more boring, yet way more important for how companies talk to us today. It was about caffeine, marketing puffery, and the price of a premium buzz.
The Myth of the Literal Wings
The internet loves a "stupid lawsuit" story. We still talk about the McDonald's coffee lady (who, for the record, suffered third-degree burns and was totally justified). So, when the news broke about a settlement over "wings," the collective eye-roll was heard around the world.
The lawsuit, Careathers v. Red Bull GmbH, was filed in the U.S. District Court for the Southern District of New York. The core argument wasn't about biology. It was about false advertising. Careathers and the other plaintiffs argued that Red Bull spent millions of dollars to convince consumers that their drink was a superior source of energy compared to, say, a cup of coffee or a caffeine pill.
Red Bull’s slogan, "Red Bull gives you wings," was the centerpiece.
The plaintiffs argued that the company used the "wings" metaphor to imply a functional increase in physical and mental performance that simply wasn't backed by science. Basically, if you’re paying $3.00 for a tiny blue can, it better do something that a $0.50 cup of joe can't.
Honestly, it’s a fair point. If a product claims to give you an edge, but it’s really just overpriced sugar water and caffeine, is that a scam? The court thought it was worth looking into.
Why Red Bull Actually Settled
Red Bull didn't lose a trial. They settled. There's a big difference.
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By August 2014, Red Bull agreed to pay out $13 million to settle the class-action suit. They didn't do it because they admitted they were lying. They did it to avoid the cost and distraction of a massive, drawn-out litigation process.
What the Plaintiffs Proved (Or Tried To)
The lawsuit pointed out that Red Bull's claims of increased performance were "unsubstantiated by any scientific evidence." They cited studies, including ones published in the journal Nutrition Reviews, suggesting that energy drinks provide performance boosts primarily through caffeine alone—not some magical blend of taurine and B-vitamins.
If the "wings" were just a caffeine buzz, then the "wings" were a lie. Or at least, a very expensive exaggeration.
You’ve got to appreciate the irony. Red Bull’s branding is so effective that it actually became its legal Achilles' heel. They built an empire on the idea of extreme sports, high-altitude jumps, and peak human performance. When you lean that hard into "functional" benefits, you better have the receipts.
Who Got the Money?
This is where it gets funny. Because it was a class-action settlement, anyone in the U.S. who had bought a Red Bull between January 1, 2002, and October 3, 2014, was eligible for a piece of the pie.
You didn't even need a receipt.
You just had to fill out a form online. You had two choices:
- A $10 check
- $15 worth of Red Bull products (about two 4-packs)
The website for the settlement got so much traffic that it crashed almost immediately. Millions of people who definitely knew they weren't going to grow wings decided they’d quite like a free tenner or some free cans.
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In the end, because so many people signed up, the individual payouts were actually much lower than $10. When you split $13 million between millions of claimants and then subtract the massive legal fees for the lawyers (who always win, by the way), the "wings" turned into a couple of dollars.
The Legal Concept of "Puffery"
Why didn't Red Bull just say, "It’s a metaphor, you lunatics"?
In advertising law, there's a concept called puffery. It refers to exaggerated or boastful statements that no reasonable person would take literally. For example, if a pizza shop says they have the "World's Best Slice," they aren't going to get sued because "best" is subjective.
Red Bull argued that "gives you wings" was a classic example of puffery.
The problem was the context. They weren't just using a catchy slogan; they were backing it up with marketing that suggested physiological benefits. When you hire elite athletes to tell the world how your drink helps them focus and perform, you’re moving out of the realm of "whimsical metaphor" and into "product claims."
The Aftermath of the Suit
After the settlement, Red Bull didn't stop using the slogan. They just got a bit more careful. You’ll notice their commercials are even more cartoonish and clearly fantastical now. They want to make sure no "reasonable person" could possibly think they are promising a physical transformation.
Interestingly, a similar suit was brought in Canada a few years later. In 2019, Red Bull agreed to a $850,000 (CAD) settlement for similar claims of false advertising. It seems the "wings" issue follows them across borders.
Misconceptions That Just Won't Die
People still cite this case as an example of "frivolous lawsuits."
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"Can you believe someone sued because they didn't grow wings?"
No. Because they didn't.
The suit was about the premium price for a product that didn't deliver the specific physiological benefits it hinted at. It was a consumer protection move. Whether you think it's petty or not, these types of lawsuits are the only thing keeping companies from claiming their soda cures cancer or makes you 20% smarter.
What This Means for You Today
If you’re a consumer, this case is a reminder that marketing is just that—marketing.
If you’re a business owner or a creator, it’s a cautionary tale about the line between branding and health claims. You can be as creative as you want, but the second you suggest your product changes how the human body functions, the lawyers start circling.
Actionable Insights for the Savvy Consumer
- Ignore the "Functional" Buzzwords: "Electrolytes," "Taurine," and "Glucuronolactone" sound fancy. In the amounts found in most energy drinks, they rarely provide a benefit beyond what you'd get from a balanced meal and a glass of water.
- Check the Caffeine-to-Price Ratio: If you’re just looking for an energy boost, compare the milligrams of caffeine in an energy drink to a standard coffee. Usually, you’re paying a 400% markup for the flavor and the "vibe."
- Watch for Settlement News: Class-action lawsuits happen all the time. Websites like TopClassActions track these. If you’ve used a product that was found to be deceptive, you might be owed a few bucks. Just don't expect to get rich.
- Read the Fine Print on Performance Claims: Whenever a drink or supplement claims to "increase focus" or "boost metabolism," look for the tiny asterisk. It usually leads to a disclaimer saying the FDA hasn't evaluated the claim. That's your signal that it's mostly marketing fluff.
The story of suing Red Bull for not giving wings isn't actually about a guy who wanted to fly. It’s about the fact that words matter in business. Even the metaphorical ones. Red Bull is still a global powerhouse, and they still "give you wings"—they just make sure you know those wings are strictly figurative now.
Next time you see a bold claim on a label, remember Benjamin Careathers. He didn't get wings, but he did get a few million people a free drink. That’s a different kind of heroism.
To stay informed, always look past the slogan. Labels are legally required to be accurate; slogans are legally allowed to be "puffy." Knowing the difference saves you money and keeps you from feeling like a sucker when you're still stuck on the ground.
Research the ingredients. Understand the "functional" myths. Drink the caffeine if you want it, but don't buy the magic. It doesn't exist. Not in a can, anyway.