Magazine article Marketing

Red Bull Fights off E-Mail Saboteurs

Magazine article Marketing

Red Bull Fights off E-Mail Saboteurs

Article excerpt

Red Bull is defending its product from a malicious e-mail campaign, in which consumers have been sent anonymous messages claiming the drink could cause serious damage to drinkers' health.

It is the latest example of a brand facing the threat of attacks via the web, which can reach thousands, if not millions, of consumers.

The e-mail falsely claims that Glucuronolactone, the stimulant contained in the drink, was used to boost morale among GIs in the Vietnam War but was banned by the US government following fears it could cause migraines or even brain tumours.

The e-mail is understood to have been sent to thousands of people. It claims that an article in this month's British Medical Journal highlights cases and that the safety of the stimulant is under review in major European countries.

A spokeswoman for the company said that for the past ten days it had been receiving around 30 e-mails every hour from worried customers. …

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