Puffery, a claim that is promotional in nature, is often assumed to be a necessary part of marketing. It can be used effectively, as in Red Bull’s ‘wings’ campaign, but has also resulted in legal claims and lawsuits. Red Bull had one of these, because they asserted their product improved concentration and reaction when it had not been proven. Puffery can result in damage to your product’s reputation and a reduction in future confidence. Risks to using puffery are rising.
- Puffery is a promotional statement that involves exaggeration, or an embroidering of the facts, which is not meant to be taken literally.
- Some types of tongue in cheek, obviously meant for fun, puffery, such as the famous, “Red Bull gives you wings” slogan, are good for business.
- Not fun, or ultimately successful, however, are straight-faced, reported fact claims that are actually uncorroborated, or flat-out wrong, as this constitutes a trademark violation, making it illegal.
“Claims that a product will solve a key problem in your life is sure to grab your attention, figures that show how much money you’ll save might entice your wallet, and overemphasized trivial traits might make you change your vote.”