Red Bull Air Race boosts sales, firm says

36.2million cans of Red Bull Energy and Red Bull Sugarfree were sold in July 2008, over 3.7million more than during the same period last year, and over 1 million more than the previous record high set in October 2007. Red Bull Cola sold almost one and a half million cans in July, bringing total sales to over 5 million cans, just four months after launch.

The Red Bull Air Race – dubbed the F1 of the skies – was a stunning spectacle of high speed skill and agility that has further cemented Red Bull’s status as the go-to brand for fun, energy and innovation. A £3.6m marketing spend including TV, outdoor, press and a trade promotional campaign, plus activation across 33 national accounts and approximately 600 London stores, helped to achieve a national awareness for the Red Bull Air Race of 65%, prior to the event, driving consumer demand for Red Bull Energy and Red Bull Cola.

Caroline Jacomb, Red Bull’s Channel Marketing Manager, comments: “The Red Bull Air Race is always such an amazing weekend and this year was no exception! We’re delighted with the results, which just go to prove what a great impact high profile consumer events can have on sales. Retailers should make the most of this increased awareness by making sure Red Bull is well stocked and clearly visible in store.”