Which phrase did Red Bull use in its long-running campaign that claimed the drink could give consumers extra ability?

“Red Bull Gives You Wings” was the phrase used in Red Bull’s long-running campaign claiming that the drink could give consumers extra ability.

The slogan became central to Red Bull’s brand identity as the company expanded internationally. Its advertising often paired the phrase with animated characters, exaggerated situations, and associations with extreme sports, aviation, motorsport, and other high-energy activities. The campaign sold an idea of heightened performance and adventurous freedom rather than presenting the drink only as a beverage.

In 2014, Red Bull agreed to pay a settlement in a U.S. class-action case over allegations that its advertising overstated the drink’s benefits. The company denied wrongdoing, and the settlement did not establish that the slogan literally caused consumers to grow wings. Red Bull later used “Red Bull Gives You Wiiings” in some branding.

The canonical slogan is usually written with “You,” although capitalization varies by advertisement. The campaign’s impact came from the memorable metaphor and consistent association with energy and action.