No Fear Extreme Energy drinks has kick-started a new marketing initiative to build on the brand’s growth over the past 12 months.

The Fearless Fred campaign encourages No Fear’s target audience 16-24-year-olds to conquer their ultimate fear, rewarding the winner of the national promotion with a once-in-a-lifetime trip to face their fear and a £1,000 cash prize.

Neal Haworth, brand manager for No Fear Extreme Energy, said: "The aim is to drive footfall into stores stocking the drink and ultimately increase sales."

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