The UK’s number one energy drink brand, Red Bull, is encouraging consumers to unleash their inner athlete with its latest campaign, Red Bull Project Pro. Seeking to inspire those who want to elevate their fitness routines with advice from elite athletes, Red Bull Project Pro will provide them with what they’re looking for in an unprecedented manner.
As part of the campaign, six of the UK’s top athletes will offer a never-before-seen view of how they train and live their day-to-day lives. The campaign aims to drive positive associations with Red Bull across a range of diverse sporting occasions.
The campaign will see six limited edition cans (across Energy Drink and Sugarfree 250ml) launch to market, featuring a range of bespoke on-pack wraps, each signed by, and illustrating one of the six athletes: rugby player, Jack Nowell; climber, Shauna Coxsey; cricketer, Ben Stokes; snowboarder, Billy Morgan; triathlete, Lucy Charles and hockey goalkeeper, Maddie Hinche MBE. Each ambassador was selected to reflect their commitment to the sports they represent, their unique training regimes and use of Red Bull as part of it.
Red Bull Project Pro will be supported by a strategic multi-media marketing campaign, including a Ben Stokes TVC aired during the Cricket World Cup, engaging social media content, sampling in gyms and other sports locations, as well as heavy weight in-store activation and promotional placements.
To participate in the campaign, consumers will be directed to redbulll.co.uk/pro where they will be able to join a four-week programme via the Red Bull Project Pro Facebook Messenger Bot. It’s here where the consumer gains exposure to athlete advice, receiving weekly tips and tricks from their matched athlete ranging from nutrition to mental preparation to strength and conditioning. Whether it is the stamina of English rugby union player, Jack Nowell, or the flexibility of snowboarder, Billy Morgan, the campaign will inspire consumers to take their training to the next level with the expert tips of each athlete.
Mark Bell, Strategy & Planning Manager at Red Bull, comments: “We are incredibly excited about Red Bull Project Pro. First and foremost, this campaign aims to inspire and motivate people who want to learn directly from professional athletes. It also aims to reinforce Red Bull’s relevance in sports and fitness whilst boosting consumers’ trust in the brand by showing professional athletes using it as a key part of their training routine.
Overall, Red Bull is growing +15.1% in value and +8.9% in volume, performing well across all channels within the UK. Supported on all Energy Drink and Sugarfree 250ml single cans and 4-packs in store during summer 2019, Project Pro is Red Bull’s biggest activation on can to date; the campaign aims to drive positive attitudes towards an active lifestyle and inspires consumers to be the best version of themselves. Red Bull Project Pro is the latest element of the brand, seeking to drive awareness and sales through choice, an active lifestyle and expert advice from Red Bull athletes. ”
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