UK: Red Bull advertising claims rejected by the UK's ASA
The Advertising Standards Agency (ASA) has told the producers of the energy drink 'Red Bull' that in future it will have to seek prior approval for its advertisements.
Complaints dating back to 1997 referred to claims made by Red Bull that it "improves concentration, improves reaction time and improves endurance." The ASA upheld these complaints after the Austrian-based company could not back its claims during the period the complaints were made.
The advertisements were published in the spring of 1997. One appeared in a magazine, one in the national press, one on a computer game and one was attached to a petrol pump.
The ASA acknowledged that the advertisers' now hold product-specific trials based on the consumption of the contents of one can of Red Bull. But in future Red Bull will still have to seek approval from the Committee of Advertising Practice copy advice team before running advertisements promoting the product.
Red Bull UK MD, Harry Drnec said: "Although Red Bull does not agree with this decision, we are pleased that the situation is finally concluded and that the ASA have now acknowledged the existence of the recent research studies, which could not be taken into consideration in the investigation process."
He continued: "We do not force volumes of scientific evidence down consumers throat. Our principle is to make the product available in the right places at the right time with the right message. The consumer then tries it and makes up their own mind if it works."
"Sales of 260 million cans in the UK last year, a 51% share of the sports energy drink market and a 50% growth rate, rather confirms that consumers agree with us," he added.
European consumption of functional soft drinks has almost trebled from 800 million litres in 1995 to 2100 million litres in 1999. And in the UK alone, some £50m was spent on advertising energy and sports drinks between 1996 and 1999.
Figures from Zenith International show that even though 62% of all outlets do not sell single cans of Red Bull - the energy drink 'designed to give you wings' still out sold cans of Coca-Cola in UK supermarkets in 1999.
Companies: Red Bull
As in most markets, Red Bull leads the burgeoning energy drinks category in both Slovakia and the Czech Republic. But growth in the sector has attracted a number of other players. Lubomir Sedlak repor...
The functional drinks sector remains something of a niche market in Eastern Europe but there is clearly growth potential. Hope Lee of industry analysts, Euromonitor International, assesses the state o...
Dairy, functional and premium juices were the winners, water continued to grow, whilst carbonates and squashes lagged behind in the 2004 UK soft drinks race, according to the recently published Britvi...
Flavoured vodkas have been a major success story in the US where they have prospered on the back of strong sector growth and premiumisation. With European markets also showing consistent growth and so...
Functional drinks have been a growth area of the US soft drinks market since the late-1990s. Roger Dilworth reports on the development of the sector and current brand activity....
Functional soft drinks are relatively undeveloped in Latin America in comparison with Europe but there is significant growth potential. Hope Lee of industry analysts, Euromonitor International, examin...
Austrian drinks group Red Bull has confirmed that it is in talks to buy US soccer team New York MetroStars....
Austrian energy drinks group Red Bull saw revenues leap almost 29% in 2005, buoyed by "outstanding development" in four key regions, including the US....
- Chile's winemakers caught out by Brexit "disease"
- What's coming up in beer in 2017? - Comment
- Interview - Pernod Ricard's luxury director
- The just-drinks Analyst - 2017 forecasts
- What's coming up in wine in 2017? - Comment
- Diageo Australia names new commercial head
- Suntory sends staff to fat camp - report
- "Beer and weed are complements" - analyst
- Pernod Ricard's Absolut Lime - NPD
- Irish whisky exports forecast to double by 2020
- Global vodka insights - market forecasts, product innovation and consumer trends
- The Next Seven Big Beverage Markets
- Global Cognac insights - market forecasts, product innovation and consumer trends
- Global gin insights - market forecasts, product innovation and consumer trends
- Darker Than Before: Global Prospects for Brown Spirits