Christmas is upon us and with the festive season comes plenty of opportunities for retailers to boost sales. The Soft Drinks category is key to making sure that retailers end the year with some festive cheer and bumper profits.
Increased profits? Naturally…
To support retailers’ sales, Red Bull will be spending £1 million on Red Bull Cola in the final run up to Christmas. Marketing investment over an intensive ten-week period will include an ATL print, outdoor and online advertising campaign, educating consumers about Red Bull Cola being a pure Cola, made from 100% natural ingredients.
Festive essentials…
Christmas is also a big season for Red Bull Energy. As consumers become exhausted by the endless Christmas lunches, bustling high streets and long family car journeys, they continue to look for energy on the go to get them through the hectic season and to energise them on a night out.
Last Christmas saw the Sports and Energy drinks sector outperform other Soft Drinks categories, once again. What’s more, Red Bull Energy delivered an additional 14.5% total sales, outperforming the rest of the Sports and Energy category.
As the number one SKU in terms of value, consumers trust Red Bull Energy to give them the instant pick-me-up they need to cope with the festive flurry.
With up to 42% of shoppers saying they’d go elsewhere, or without, if they can’t find the top brands in store, retailers should make sure they are fully stocked with the number one brand in the sector throughout Christmas and the New Year.
Tom Smith, Red Bull Trade Communications Manager, comments: “The final sales drive of the year can often be the most profitable one, so it’s time to get into the festive spirit.
“Christmas provides the ideal opportunity for retailers to increase their sales as people look for the guaranteed energy boosts and trusted functionality to help them get through this tiring season, whilst still being on top form at all those parties.
“Sales of both Red Bull single cans and multi packs will be soaring this Christmas as consumers look for reassurance from a trusted brand name before trying something new, so it’s important for retailers to have high on shelf visibility of key selling lines.
“With a dedicated and substantial investment behind Red Bull Cola, it’s also an important product to stock and should be positioned in the chiller next to the other cola brands for the best profit opportunities. “
Red Bull’s top merchandising tips
• Ensure your key Sports and Energy lines are visible, available and chilled…70% of drinks will be consumed right away. As the number one soft drink in the impulse market, chilled Red Bull Energy is a must!
• Ensure you focus on availability of key selling lines such as Red Bull Energy, as 68% of Sports and Energy shoppers trust Red Bull the most out of all brands that claim to provide energy.
• Research among Sports and Energy consumers has shown that up to one third of customers only intend to buy a normal soft drink when entering a store but up-weight their purchase into the more profitable Sports and Energy category when looking at the soft drinks selection. Maximise this increased profit opportunity by highlighting the category on shelf.
• 80% of shopping decisions are made on the spot, in store, and point of sale material can influence purchasing decisions by up to 65%. Capitalise on this with effective point of sale material and impactful branding such as chiller cabinets.
• Retailers should ensure that they merchandise Red Bull Cola effectively, in the chiller next to other colas, as trials have shown a 10% sales increase when sited correctly.
• If you have the space, secondary site Red Bull and Red Bull Cola in the alcohol section of the store for shoppers who may want to create spirit and mixers at home.
• Red Bull has a range of POS materials available for you to activate in your shop. Call 020 7434 0100.
Source: Red Bull
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