Energy Drink Red Bull has received threats from blackmailers that have said they would contaminate the drink and place them on market shelves.
Energy drink company Red Bull announced in an official statement Friday that blackmailers have threatened to contaminate the energy drink with feces and place them on supermarket shelves. The company revealed that they have been receiving these threats for several weeks now.
"Someone has been trying to blackmail Red Bull for weeks," Red Bull said in a statement, adding that it went public to diminish the blackmailers' influence. The company added that it was "cooperating closely" with police but did not offer further details.
However, Marcus Neher of the Salzburg Public Prosecutor's office said that so far there has only been "a claim of contamination," and that no tampering of the product has been discovered so far.
The revealing of the threat has come as a surprise since the company usually gives away very little information about itself.
"It's a bold brand and a bold move," said Gordon Pincott, chairman of global solutions at the Millward Brown, a brands specialist agency. "The good thing about what they've done with this announcement is it doesn't let the rumour mill get going."
Though no contamination has been found in the product yet, at least people are aware to be cautious while picking up a can of Red Bull, says Jordi Connor, head of planning at WPP's (WPP.L) Dialogue brand marketing agency. According to Connor, this announcement may cost the company with regards to sale in the short term, it is sure to build a stronger bond between the company and consumers in the long term.
