A tip for breaking into the market? Get Red Bull lawyers on your case

The energy drink giant has done Redwell a favour with threats of legal action

Share
Related Topics

Are you a moron? The good people at some of your favourite brands think that you are. You pay a premium for their stylish, handy, delicious products, and they pay top whack lawyers to keep you safe from your own rampant, dangerous stupidity. Just as Barbara Streisand once attempted to suppress photographs of her Malibu house, inadvertently drawing worldwide attention to those photographs and leading to the coining of ‘The Streisand Effect’ there are companies whose lawyers and reputation management departments are highly trained in the art of pedicide – shooting themselves in the foot.

Take Red Bull, a company whose delicious products have not only facilitated many a long-distance road trip, prolonged night on the town, and next day recovery, but who have also brought the world such stunning spectacles and events as Red Bull Air Racing, Felix Baumgartner’s leap from the edge of space, and Giorgio Moroder’s Brooklyn DJ set. Their presence and branding are so strong that we can fill in the blank in unison: Red Bull Gives You ____.

Threats of legal action. The correct answer is "threats of legal action." That is at least if you’re the Redwell brewery in Norfolk. I’ll stop a moment and recap. For the morons out there, and there must be a great many of you for this to make sense, Red Bull make caffeinated beverages and fund daredevils. They are the global brand. The Redwell Brewery in Norfolk, according to the website, which they appear to have built themselves on Tumblr, are an East Anglian small-batch brewery. Both companies make liquids and have ‘Red’ in the title. I know – fellow idiots – that you’re struggling to comprehend all of this. An entire wall of my living room is covered in A Beautiful Mind-style scribbling just to bottom this issue out, but they’re entirely different companies.

Redwell brewery employs eight people in Norwich and received a letter from lawyers asking them to change the name of their company. Red Bull sells billions of cans of drink per year worldwide, and perhaps coincidental to a very public shaming at the hands of the Redwell brewery, has said that Redwell can continue to use their own name, so long as they don’t branch out into energy drinks.

Until extremely recently, I had never even heard of the Redwell brewery, and my view of Red Bull was overwhelmingly positive. According to their website, Redwell have been flooded with orders following this story. Just as the Streisand Effect describes instances when attempts to cover up a story inadvertently draw attention to it, the world now needs a new name, the Red Bull/Redwell Effect, when a brand’s efforts to prevent conflation of their brand with another brand are in fact the source of any and all misunderstanding. The ‘/’ denoting the confusion stirred up amongst us morons by all those clever lawyers working so tirelessly to protect their brands that they nod off and allow something daft to happen. Time for another energy drink, perhaps.

React Now

Latest stories from i100
Have you tried new the Independent Digital Edition apps?
iJobs Job Widget
iJobs General

Ashdown Group: Finance Manager - Covent Garden, central London - £45k - £55k

£45000 - £55000 per annum + 30 days holiday: Ashdown Group: Finance Manager - ...

Ashdown Group: Systems Administrator - Lancashire - £30,000

£28000 - £30000 per annum: Ashdown Group: 3rd Line Support Engineer / Network ...

Recruitment Genius: Graduate Web Developer

£26000 - £33000 per annum: Recruitment Genius: A Web Developer is required to ...

Ashdown Group: PeopleSoft Developer - London - £45k

£45000 per annum: Ashdown Group: PeopleSoft Application Support & Development ...

Day In a Page

Read Next
 

Isis in Iraq: Even if Iraqi troops take back Saddam’s city of Tikrit they will face bombs and booby traps

Patrick Cockburn
The Royal Mint Engraver Jody Clark with his new coinage portrait, alongside the four previous incarnations  

Queen's new coin portrait: Second-rate sculpture makes her look characterless

Michael Glover
The difference between America and Israel? There isn’t one

The difference between America and Israel? There isn’t one

Netanyahu knows he can get away with anything in America, says Robert Fisk
Families clubbing together to build their own affordable accommodation

Do It Yourself approach to securing a new house

Community land trusts marking a new trend for taking the initiative away from developers
Head of WWF UK: We didn’t send Cameron to the Arctic to see green ideas freeze

David Nussbaum: We didn’t send Cameron to the Arctic to see green ideas freeze

The head of WWF UK remains sanguine despite the Government’s failure to live up to its pledges on the environment
Author Kazuo Ishiguro on being inspired by shoot-outs and samurai

Author Kazuo Ishiguro on being inspired by shoot-outs and samurai

Set in a mythologised 5th-century Britain, ‘The Buried Giant’ is a strange beast
With money, corruption and drugs, this monk fears Buddhism in Thailand is a ‘poisoned fruit’

Money, corruption and drugs

The monk who fears Buddhism in Thailand is a ‘poisoned fruit’
America's first slavery museum established at Django Unchained plantation - 150 years after slavery outlawed

150 years after it was outlawed...

... America's first slavery museum is established in Louisiana
Kelly Clarkson: How I snubbed Simon Cowell and become a Grammy-winning superstar

Kelly Clarkson: How I snubbed Simon Cowell and become a Grammy-winning superstar

The first 'American Idol' winner on how she manages to remain her own woman – Jane Austen fascination and all
Tony Oursler on exploring our uneasy relationship with technology with his new show

You won't believe your eyes

Tony Oursler's new show explores our uneasy relationship with technology. He's one of a growing number of artists with that preoccupation
Ian Herbert: Peter Moores must go. He should never have been brought back to fail again

Moores must go. He should never have been brought back to fail again

The England coach leaves players to find solutions - which makes you wonder where he adds value, says Ian Herbert
War with Isis: Fears that the looming battle for Mosul will unleash 'a million refugees'

The battle for Mosul will unleash 'a million refugees'

Aid agencies prepare for vast exodus following planned Iraqi offensive against the Isis-held city, reports Patrick Cockburn
Yvette Cooper: We can't lose the election. There's too much on the line

Yvette Cooper: We can't lose the election. There's too much on the line

The shadow Home Secretary on fighting radical Islam, protecting children, and why anyone in Labour who's thinking beyond May must 'sort themselves out'
A bad week for the Greens: Leader Natalie Bennett's 'car crash' radio interview is followed by Brighton council's failure to set a budget due to infighting

It's not easy being Green

After a bad week in which its leader had a public meltdown and its only city council couldn't agree on a budget vote, what next for the alternative party? It's over to Caroline Lucas to find out
Gorillas nearly missed: BBC producers didn't want to broadcast Sir David Attenborough's famed Rwandan encounter

Gorillas nearly missed

BBC producers didn't want to broadcast Sir David Attenborough's famed Rwandan encounter
Downton Abbey effect sees impoverished Italian nobles inspired to open their doors to paying guests for up to €650 a night

The Downton Abbey effect

Impoverished Italian nobles are opening their doors to paying guests, inspired by the TV drama
China's wild panda numbers have increased by 17% since 2003, new census reveals

China's wild panda numbers on the up

New census reveals 17% since 2003