Leading energy drink brand, Red Bull, is kicking off the New Year with a marketing campaign to get consumers moving in the bleak winter months.
The ‘One Can and You Can’ campaign will deliver the message that one can of Red Bull can give you the energy and motivation to get moving, positioning the brand as the difference between a night on the sofa and a night at the gym.
The campaign will use the brand’s athletes and advocates to educate consumers on how Red Bull vitalizes body and mind and is used by sports men and women around the world as part of their training routines. Consumers will be encouraged to go online to redbull.com, for the chance to claim their ‘One Can’ to use in the sport or fitness activity of their choice.
In addition, student sports teams will be targeted through the use of Student Brand Managers driving the ‘One Can and You Can’ message and delivering product samples to various varsity events, while the Red Bull Wings Team will trial new users in the sport and fitness occasion throughout Q1.
Advertising will focus specifically on the context of location the consumer is in, featuring bespoke messages on trains, cycle routes and fitness clubs while online advertising will be used in context of the time of the day to target ‘that morning run’ or ‘evening workout’, giving the brand a personal touch.
The Red Bull ‘One Can and You Can’ campaign is designed to boost overall consumer brand awareness and relevance, at a time of year when people need a boost to keep up their New Year good intentions.
Gavin Lissimore, head of category marketing at Red Bull says: “The One Can and You Can’ campaign is about helping consumers to find that motivation to get moving. Using contextual marketing to really tap into their emotions will give them an incentive to keep active lifestyles and fitness routines going during the colder, darker evenings and is something retailers should be prepared for. It’s that little bit of inspiration, commitment and mental boost that everyone needs.”