The UK’s number one Functional Energy Drink, Red Bull, is giving wings to shoppers and keeping tills ringing this Christmas, with its new festive campaign, encompassing TV, VOD, Cinema, digital[1], OOH space, in-store and sampling activities.
The campaign, titled, “’Twas the sprint before Christmas”, looks at the seemingly endless list of things to do in the run up to Christmas, with Red Bull as the secret to getting everything done in time to enjoy the festivities. The brand is expecting to reach 68% of 18-34 year olds and deliver 35.4M impacts.
The in-store creative has been tailored for each of the brand’s main consumption channels. Communication within the Grocery and Convenience channel focus on the last-minute things you need to do before Christmas, with a different SKU highlighted: Grocery heroes the Red Bull Energy Drink 4-pack to drive home stocking, whilst Convenience promotes the 250ml Red Bull Energy Drink can, for an on the go energy boost during the Christmas rush. The final channel, Driving, centres on travelling during the festive period and will be activated at petrol forecourts and motorway service stations.
The brand will also be activating the creative through outdoor store media, which has proven to drive sales during and after the campaign period[2], and in some cases the retailer identity will also be incorporated into the design.
Also, the brand continues to drive awareness by re-introducing two of its popular cartoon ads: Santa and Christmas Turkey, airing on TV, VOD and in cinemas from the 5th December for three weeks.
Gavin Lissimore, Head of Category Marketing at Red Bull UK, comments: “Christmas is one of the busiest and most stressful times of the year and there are a lot of things that need to be done in preparation. From Christmas shopping, to preparing the house for family visits and finishing up at work – many of these things often happen last minute. We are addressing those moments before Christmas when consumers feel overwhelmed with all the tasks ahead and positioning Red Bull to help them through the festive period.”
[1] On e-commerce websites
[2] JCDecaux & Ipos research, 2015
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