Red bull has been facing several crises for a long time. However, the most questioned one was when they were ordered to pay 13 million dollars to its customers, because their slogan did not give them wings as their campaign have always promised (Brant, 2014). The case started in 2013 when Benjamin Careathers, a regular American user of Red Bull products, claimed that it is untruthful to use the slogan “Red Bull gives you wings” In addition, he said that for nearly a decade he consumed Red Bull and accused the business of being misleading in its claims of giving people wings (Brant, 2014).

This type of this crisis is considered as crisis of deception as it involves fake promises and false commitments to the consumers, and this was proved by the lawsuit.

Red Bull responded to this crisis and denied any wrongdoing. According to Rothman (2014), the company issued a statement to “Bevnet”, a magazine that specialized in beverages industry: “”Red Bull settled the lawsuit to avoid the cost and distraction of litigation. However, Red Bull maintains that its marketing and labelling have always been truthful and accurate and denies any and all wrongdoing or liability. “The company also faced crisis here in Egypt, when they had to cancel their event “Red Bull Car Park Drift” one hour before it starts. The Red Bull Car Park Drift is a car drifting competition event held once a year which started back in 2008 in Lebanon. It kept spreading so quickly with 19 qualifiers in 11 different countries and a huge increase of their fans. Two years ago, there was a huge storm an hour before the event starts which unfortunately was not mentioned on the forecast which caused one of the huge screen billboards to fall and break on one of the cars. There were also a lot of equipment that got destroyed in the venue.