Red Bull is aiming to help consumers get the most from their day and retailers the most from the energy category with its new through-the-line ’Sets You Up’ activity. Backed by a £6.3m investment, the new campaign which, following last month’s launch has further bursts of activity in August and November is the result of company research which identified further opportunities for consumers to drink Red Bull. Specifically the study identified the need for transformational energy, such as early morning wanting to be on the ball on arrival at work; or leaving work and having the energy to put in a good workout. Red Bull has developed the creative platform ’Want to Squeeze Today Dry?" to complement ’Red Bull Gives You Wings’.