Red Bull has launched a limited edition Culture Clash can to support its summer music event.

Red Bull Culture Clash will bring together four new crews and four new sounds in a showdown inspired by Jamaican soundclash culture.

The London event takes place in June, and is aimed at driving relevance and brand love with 18-24 year old consumers.

From 18th April, all Red Bull Energy Drink Cans will feature a limited edition design that includes visuals of the live Culture Clash, reinforced with in-store POS, and the event will be supported with citywide advertising and sampling.

Gavin Lissimore, head of category marketing at Red Bull commented: “Offering stand out on shelf to link back to the event will open up a major opportunity for retailers to engage with consumers and drive rate of sale on Red Bulls best performing SKU’s.

“In 2015, the Air Race on-pack contributed to a 20% year-on-year rate of sale increase for Red Bull 250ml Energy Drink in Symbols, with distribution at an all- time high. We are really excited to kick off this year’s Culture Clash.”

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