The UK’s number one energy drink brand, Red Bull, is encouraging consumers to learn from elite athletes in their new Red Bull Pro campaign. Find out how they fuel, how they train, and get inspired by stories of what drives them. Seeking to inspire those who want to elevate their training routines with advice from an elite athlete, Red Bull Pro will provide them with what they’re looking for in an unprecedented manner.

As part of the campaign, Liverpool and Red Bull athlete Trent Alexander-Arnold will offer a never-before-seen view of how he trains and lives his day-to-day life. The campaign will be available in all grocers, convenience stores, high st locations and petrol stations through June and July 2021, tying in with a summer of live sport.

Red Bull Pro will see Trent feature on all Red Bull rhombus Energy Drink, Sugarfree and Zero 250ml cans for the campaign duration, across all off premise channels, in plain and PMC variations.

The Red Bull Pro campaign will also be the first consumer activation to feature Red Bull Energy Drink and Sugar Free x8 and x12 multipacks. Red Bull has seen multipacks grow at a pace of +38.0% YTD, with Energy Drink Single packs +23.9% and Sugarfree/Zero variants +20.7% as shoppers continue to spend more stocking up at home, whilst returning to prior on the go purchases. (All sources Nielsen Value Sales YTD vs YA weeks ending 22/05/2021)

Expanding this campaign across single and multipacks supports Red Bull’s commitment to the trade, in doing so, the Red Bull Pro campaign can enable better visibility and distribution for multipacks in both Retail and Impulse channels.

Red Bull Pro will be supported by a strategic multi-media marketing campaign and impactful instore point of sale to promote large scale awareness. Trent Alexander Arnold will take up the hero position on the campaign landing page and push users to take part in a series of games to improve their vision via the Red Bull Pro Hub.

There will also be a landmark film, ‘Trent’s Vision’, which is available to stream now on Red Bull TV – along with a full suite of content provided by the site to provoke further Red Bull interaction for consumers throughout the Summer.

Another critical side of support comes through sampling activations of 100,000 Trent cans throughout the  next four weeks. This will take place during 5-a-side football games, Saturday and Sunday league football games, mid-week training and more where teams and athletes will get the chance to sample cans across the entire Red Bull Pro range.

To participate in the campaign, consumers will be directed to the Red Bull site via a barcode on the new Red Bull Pro cans. It is through this interaction where they will be able to take part in an online acuity and peripheral vision game, earning the chance to win time training with Trent. It’s here where the consumer gains direct exposure to athlete advice, learning from him and personally improving. Whether it is Trent’s day-to-day dietary techniques, his footballing abilities that can be honed and improved on the training ground or his experience being at the highest footballing level, the Red Bull Pro campaign will inspire consumers to take their training to the next level with expert advice from a professional athlete.

In a challenging year for FMCG, Functional Energy is a category in growth due to geniune shopper demand and Red Bull remains a genuinely bold brand leader. With the overall Soft Drinks category in modest growth at +5.9%, YTD[1],  the Sports & Energy category has outstripped this at a faster pace of +19.0% YTD[2]. According to the latest insight, within soft drinks, the category growing fastest is Functional which is up +26.0% YTD[3].

As the established market leader, Red Bull is driving this sales success story with insight-led range extensions and creative new shopper recruitment, all whilst remaining true to the core values that have made the brand one of the most recognisable and successful in chillers nationwide. Overall, Red Bull is outpacing the market with +27.4% YTD[4] in value, growing across every channel.

To watch ‘Trent’s Vision’ in full head to Red Bull TV:

[1] Nielsen Value Sales YTD vs YA weeks ending 22/05/2021

[2] Nielsen Value Sales YTD vs YA weeks ending 22/05/2021

[3] Nielsen Value Sales YTD vs YA weeks ending 22/05/2021

[4] Nielsen Value Sales YTD vs YA weeks ending 22/05/2021

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