Red Bull plays down "mischievous" marketing tactics
3 November, 2009
Energy drinks firm responds to accusations of "wide-boy" tactics over JD Wetherspoon account
Red Bull has played down accusations that it used “wide-boy” tactics to get its products back into Wetherspoon pubs calling it instead a “somewhat mischievous initiative”.
It said the tactics used resulted from “overzealous” junior staff going “too far” in a bid to win the Wetherspoon business back and that the activity had now stopped.
An email leaked to The Publican last week suggested that Red Bull employed students to ‘smuggle’ its branded drink into Wetherspoon pubs. This followed the 783-strong pub chain’s decision to replace Red Bull with Monster Energy.
A Red Bull spokesman said: “Given the importance of the J.D. Wetherspoon account to Red Bull, we had challenged our business to come up with fun and innovative ideas to try and win the business back.
“The activity that has been brought to our attention is simply an example of this drive being taken too far by overzealous junior employees. We confirm that this somewhat mischievous initiative has now stopped.”
Readers' comments
You would have thought that a company that has produced such good marketing that has managed to con so many young people into paying a obcenely high price for a can of fizzy water could come up with something better wouldn't you? Just shows you can sell anything at a high price if you convince the people they want it. Perhaps we should employ them to market the licensed trade? Ken Nason
Fair play to Red Bull. Nothing wrong with a little fun. Personally I think that Monster is terrible, why wetherspoons have changed I do not know. I now dont go to my local wetherspoons anymore. Yates do the same deal on vodka that they used too.
I disagree with Red Bull's statement everyone knows before anything gets done in business it needs sign off from higher levels. To use "junior employee's" as a scape goat is utter rubbish they need to man up.