Available as a standard and a £1.99 price-marked version, the can will feature world-renowned stunt rider Travis Pastrana and will give consumers the chance to interact with one of their hero’s.
For the first time in the UK, the Red Bull can will carry a QR code, leading consumers to exclusive digital content via their smartphones. It’s here where they will also get to ‘Challenge Travis’ by inventing stunts for him to undertake, which he’ll select and perform live when his TV show, Nitro Circus Live arrives in London in Q4 2012.
Sports & Energy is a highly engaged category. It over-index’s with consumers who respond more than other FMCG categories to campaigns and promotions through advertising, conversations and friend recommendations, both in and out of store. The new ‘Travis Hero can’ and campaign will create more touch points and further engagement with consumers and the category as a whole.
The on-pack promotion sits perfectly alongside a fixed price-mark where 98% of consumers say they would buy a price-marked soft drink; more than any other category. With Sports & Energy the largest and fastest growing category in soft drinks and with Red Bull being the number 1 brand, this activity will benefit retailers by increasing engagement and penetration of the category, which in turn, will put more cash in their tills.
The campaign will be supported by a heavyweight digital and in-store campaign from May.