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© History Oasis / Created via Midjourney
1997-present
Launched alongside the brand’s first animated TV commercials in Austria and Germany, this is Red Bull’s most enduring slogan. It’s a play on words to emphasize energy that elevates performance.
The original animations featured office workers sprouting wings and escaping their mundane surroundings. The ads connected Red Bull to freedom and physical transcendence.
Red Bull secured U.S. Trademark No. 3,140,938 in November 2006 (registered June 2007). The legal protection covered 85 different fonts and color schemes.
2004-2010
Red Bull experimented with this triple-i spelling variation of its famous slogan in Asia and Latin America.
The playful typography suggested extra power and energy. Limited-edition cans with the tagline became collector’s items.
During the 2013 false advertising lawsuit, Red Bull noted that this spelling appeared only in promotional materials, not their registered trademark.
2015-2017
Following a $13 million class-action settlement over allegedly misleading advertising claims, Red Bull pivoted to this self-aware variation.
The campaign turned legal defeat into a creative opportunity, showing athletes comically failing without their Red Bull energy boost.
Campaigns featured Felix Baumgartner’s stratospheric jump from 128,100 feet—to showcase flight and boundary-breaking achievements.
2018-2019
As Red Bull expanded beyond extreme sports into music, culture, and lifestyle markets, this expanded slogan reflected a broader brand mission.
The phrase was launched with major investments in Red Bull Records, Red Bull Music Academy, and Culture Clash events.
Advertisements featured artists, entrepreneurs, and creators alongside traditional athletes.
2020
Developed for the COVID-19 lockdown era, this slogan acknowledged global restrictions while maintaining Red Bull’s energetic ethos.
The company pivoted to virtual experiences, partnering with Twitch for live-streamed workouts and DJ sets.
Red Bull TV offered free documentaries and esports tournaments, creating community during isolation.
2021-2022
This team-focused slogan shifted emphasis from individual achievement to collective success, aligning with Red Bull’s growing sports franchise portfolio.
The timing proved fortuitous, coinciding with Max Verstappen’s controversial 2021 Formula One World Championship victory.
Red Bull Racing’s dramatic last-lap triumph over Mercedes amplified the slogan’s visibility across global media channels.
2023-Present
Targeting Generation Z’s interest in exploration and activism, this current slogan supports Red Bull’s ventures into gaming, space tourism, and environmental initiatives.
The company partnered with Blue Origin for space-related promotions. They also launched “Red Bull Basement” sustainability projects.
The new slogan helps bridge digital and tangible worlds.
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