Red Bull, the UK’s number one functional energy drink1, has announced its marketing campaign for the launch of the Red Bull Editions; three great tasting new flavours (Cranberry, Lime and Blueberry) with the same vitalising effect as Red Bull Energy Drink. The introduction of Red Bull Editions to the UK will be supported with a heavyweight £3.5 million campaign to drive awareness and product understanding.
Red Bull will begin their launch campaign for Red Bull Editions in March creating national awareness focusing on key cities throughout the UK. Impact will be created building awareness via out of home media, through key poster sites, 6 sheets and each city having a huge impact hero site. Large scale digital and PR activity will run alongside the campaign to further drive awareness.
The above the line campaign objectives are to raise awareness to the 4.5m people in the UK who reject energy drinks on account of taste as well as broadening consumption with current drinkers.
Red Bull will also be driving trial through its Wings Team targeting over 1 million trialists through sampling activity. The Red Bull Sampling team will be out in force in their Minis sampling all 3 flavours in 20 key cities across the UK giving consumers a taste of the three new flavours.
Simon Hewitt, Red Bull Head of Category comments;
“The news of the launch of the Red Bull Editions has created excitement in itself and we expect the marketing activity to carry this excitement through to people around the UK, generating trial and bringing in new consumers to the brand. By addressing the barrier of taste, we expect drive increased penetration and grow the category, which ultimately means more profits for retailers.”
- IRI total coverage S&E 25th August 2012