The introduction of Red Bull Editions to the UK is supported by a £3.5m campaign. Its aim is to raise awareness among the 4.5 million people in the UK who reject energy drinks because of their taste, as well as broadening consumption with current drinkers.
The activity starts this month, focused on key cities throughout the UK. Using out-of-home media, each city will have a huge impact ’hero’ site alongside other poster locations. Digital and PR activity will run alongside the campaign to drive further awareness.
Red Bull will also be driving trial through its Wings Team, targeting over one million people through sampling activity. The Red Bull sampling team will be out in force offering all three flavours in 20 key cities across the UK.
Red Bull head of category, Simon Hewitt, said: "The news of the launch of the Red Bull Editions has created excitement in itself and we expect the marketing activity to carry this excitement through to people around the UK, generating trial and bringing in new consumers. By addressing the barrier of taste, we expect to drive increased penetration and grow the category, which means more profits for retailers."