Red Bull is an energy drink created in 1987 by Austrian company Red Bull GmbH. It has the highest market share of any energy drink worldwide, selling over 5 billion cans in 2013. Red Bull contains caffeine and other stimulants, though health effects have been challenged and some places initially restricted its sale. It is now sold in over 167 countries. Red Bull extensively sponsors sports teams and events to promote the brand.

2. Red Bull is an energy
drink sold by Austrian
company Red Bull
GmbH, created in
1987. Red Bull has the
highest market share
of any energy drink in
the world, with
5.387 billion cans sold
in 2013

3. Red Bull is sold in a tall and
slim blue-silver can, while
Krating Daeng is in a shorter
gold can. The two are
different products, produced
separately. The Red Bull
company slogan was "Red
Bull gives you wings", prior to
a class action lawsuit related
to the benefits of the drink in
2014

5. Energy drinks have been
associated with health risks,
such as masking the effects
of intoxication when
consumed with alcohol. Red
Bull and other popular
energy drinks is safe and
that the amount of caffeine in
standard Red Bull cans is
unlikely to interact adversely
with other typical
constituents of energy drinks
or with alcohol

6. Ingredients
Red Bull contains caffeine, taurine, B vitamins (B3,
B5, B6, B12), sucrose, and glucose.To produce
Red Bull Sugarfree, sugars sucrose and glucose
have been replaced by the sweeteners acesulfame
K and aspartame/sucralose.[26]

8. Health effects
Claims about the drink's effects and
performance have been challenged on
various occasions, with the UK's
Advertising Standards Authority imposing
advertising restrictions in 2001 in response
to complaints recorded as early as 1997.
The latest dietary guidelines from the U.S.
suggest that moderate caffeine intake may
not only be safe, but also healthy. Studies
from the U.S. Department of Agriculture
and the U.S. Department of Health and
Human Services show that daily
consumption of the amount of caffeine
contained in three to five cups of coffee is
not only safe, but also appears to reduce
the risk of Type 2 diabetes and
cardiovascular disease in adults. Caffeine
may even protect against Parkinson's
disease, the evidence suggests.

9. Market approval
and legal status
Authorities in France, Denmark, and
Norway initially kept Red Bull from
being sold domestically. However, as
of 2014 it is on sale in all 28 member
states of the European Union and in
more than 167 countries around the
world.
The French food safety agency was
concerned about taurine. A Red Bull
drink that did not contain taurine was
introduced. The French refusal of
market approval was challenged by
the European Commission, and
partially upheld by the European
Court of Justice in 2004.The French
food safety agency relented in 2008,
because it was unable to prove a

11. Rebecca Lieb, analyst at
Altimeter Group, recently
published a report that
categorizes content marketing
efforts into progressive degrees
of human motion: the least
mature is stuck in the "stand" stage
(i.e., motionless). At the other
end of the spectrum there is Red
Bull, characterized at "run" on
Lieb's graph

13. Litigation
In 2013, Red Bull told the Redwell Brewery, a Norfolk micro
brewery to change its name or face legal action, because it
sounded too similar to Red Bull. The eight-man brewery in
Norwich was told its name could "confuse" customers and
"tarnish" its trademark. The two companies reached a settlement
permitting Redwell to continue using its name.In 2014, Red Bull
faced a US$13 million settlement addressing two consumer class
action lawsuits in the United States District Court for the Southern
District of New York.The listed plaintiffs were Benjamin
Careathers, David Wolf, and Miguel Almarez who sued the
company for Red Bull's marketing and labeling, claiming that the
company violated "express warranty and unjust enrichment" since
their products were first launched. The court hearing took place
the morning of 1 May 2015 in an attempt to determine approval
for the settlement. Customers that submitted claims then have the
opportunity to receive a US$10 cash reimbursement or product
option of US$15 in Red Bull products within 150 days of the
approved appeals.

15. Sports sponsorships and acquisitions
RB Leipzig: a football club currently playing in the German 1. Bundesliga
New York Red Bulls (officially Red Bull New York): a football franchise competing
in Major League Soccer of the United States
Red Bull Racing—a Formula One team based in Milton Keynes, England, World
Constructor's Championship winner of 2010, 2011, 2012 and 2013, and
produced the car for the 2010, 2011, 2012 and 2013 F1 World Champion
Sebastian Vettel.
Red Bull Sailing Team: an Extreme Sailing Series racing team.
Scuderia Toro Rosso (Italian translation of Team Red Bull): Another Formula One
team based in Faenza, Italy.

16. ADVERTISING

17. Red Bull's TAH-1F Cobra helicopter
assembled by Chuck Aaron, owned by the

18. Red Bull Flugtag
Stockholm 2010

19. Audi A4 DTM, which won the Manufacturers' championship in
2004
A 2010 Formula 1 car of the Red Bull Racing F1 Team
The Citroën rally car, which won the manufacturers'
title in 2008, 2009 and 2010
A Red Bull sponsored track racing bike
A KTM, which won the motocross world
championship in 2010, 2011, 2012 and 2013

21. DISCLAIMER
 Created by
Ananya Garg ,
IIIT Naya Raipur
during a
marketing
internship by
Prof Sameer
Mathur, IIM
Lucknow.