Red Bull has launched a limited edition can, in anticipation of the Red Bull Air Race World Championship, which returns to Ascot Racecourse on the 15th-16th August 2015.

The 14.2million 250ml Red Bull Air Race themed cans will feature artwork promoting the sporting series. The Ascot leg of the Red Bull Air Race World Championship will be supported by a promotional schedule, including a national TV, OOH and digital advertising campaign.

In addition the Wings Team will be travelling the country providing consumers with Red Bull Air Race pack samples, and in-store Red Bull Air Race flight simulators will be toured across the country allowing shoppers the opportunity to experience the event first hand.

Point of sale material will be available from the 25th May, and the special can will be available in 250ml standard and PMP SKUs, as well as in Red Bull Air Race themed multipacks of four or six cans.

Gavin Lissimore, head of category marketing, commented: “The release of this special edition can offers consumers across the UK the opportunity to share in the excitement of the 2015 Red Bull Air Race World Championship. The Ascot leg of the series is set to be one of the British sporting events of the year.’’

‘‘In 2014 Red Bull Air Race messaging reached over 66% of 18-34 year olds in the UK and helped drive the sales of our 355ml, therefore stocking this very special can on the UKs number 1 Energy SKU provides outlets with an incredible opportunity to drive sales and increase profits this summer. Red Bull is already the beacon brand for the category and this high profile activity is set to increase awareness even further. ’’

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