This August, Red Bull is launching a limited edition Gaming 4-pack to leverage its biggest eSports event, Red Bull 5G.
Red Bull 5G offers consumers the chance to compete in five of the biggest games - Hearthstone, League of Legends, Project Cars, Rocket League and Street Fighter. The winners of the national finals will be taken on an all expenses paid trip to Japan.
The limited edition 4-pack will be across Energy Drink, Sugarfree and £4.49 price-marked packs from August 8. The messaging on pack and POS will invite consumers to pledge allegiance to their region and battle it out to be crowned the best gamers in the UK.
Each pack will feature a unique code to redeem online, which unlocks exclusive power ups and in-game add-ons.
Gavin Lissimore, head of category marketing at Red Bull, commented: “This campaign will be pitting the best gamers from North against the best gamers in the South.
“When the campaign launched in the states with Destiny, a huge global game, we saw consumption of Red Bull while gaming double.
“By offering stand out on shelf linking back to the event, the limited edition packs will open up a major opportunity for retailers to drive rate of sale on Red Bull 4 Packs and attract its core audience of 18-24 year olds. Let the battle commence.”