Red Bull, the UK’s number 1 functional energy drink will be giving retailers the opportunity to accelerate sales with the brand’s first ever on pack consumer promotion in the UK. The activity will give consumers the chance to gain tickets to a new event – Red Bull Speed Jam – taking place in Cardiff on 3rd September.
From July, all 250ml cans will feature a Red Bull Speed Jam ‘flash’ and a unique code under the ring pull which can be entered to play the Red Bull Kart Fighter game, either online or on an iPhone. The game will have consumers racing and competing in challenges to gain thousands of tickets to Red Bull Speed Jam.
The event itself will bring together the World of Red Bull Motorsports, featuring F1 World Champions Red Bull Racing, amazing aerobatics from the Red Bull Matadors, a variety of displays from Motorsports talent as well as signing sessions with top athletes.
In addition, Red Bull Speed Jam will feature the semi-finals and final of Red Bull Kart Fight – a race between the 40 best amateur karters in the UK. Competitors will have gained a place in the race by recording a fastest lap time at participating karting centres across the country. Anyone has a chance to be a part of it by following instructions on pack and online.
This promotion provides a massive opportunity for retailers to drive incremental sales within Sports & Energy, the largest and fastest growing soft drinks category** in the market. Retailers are advised to stock up to ensure they have good availability of the new can, giving their shoppers the opportunity to be a part of this ground breaking event, whilst refuelling their tills with more cash.
Red Bull’s Motorsports involvement has generated 3.6bn opportunities to see since the start of 2010 in the UK alone which is worth a massive £55.2M in advertising spend. With awareness at a huge high, it’s now time for people around the UK to get up close to the tyre burning, engine revving action.
Gavin Lissimore, Strategy & Planning Manager for Red Bull says: “This is a really exciting piece of activity for us as it’s the first time Red Bull has linked its product and motorsport properties with an on pack consumer mechanic.
“This provides consumers with an added incentive to purchase, meaning real incremental sales opportunities for retailers and a unique offer for consumers to get up close to Red Bull Motorsports action. It’s important that retailers have good availability of cold cans and make a feature of the promotion in-store to really take advantage and deliver additional sales within the Sports & Energy category.”
The promotion will run across Red Bull 250ml single, 4-pack and 8-pack and Red Bull Sugarfree 250ml single and 4-pack, from July whilst stocks last and will be backed by a massive in-store marketing campaign.
Source: Red Bull
