Red Bull is launching a new on-pack promotion to encourage users to gift a Red Bull Energy 4-pack.
Today, Red Bull® announces its latest campaign, Red Bull Air Mail, an on-pack promotion featuring on Red Bull Energy Drink 250ml 4-packs from October in the impulse channel, launching to wider grocery in November.
Red Bull Air Mail can be found in-store via the limited-edition sleeve on Red Bull Energy Drink 250ml 4-packs. Once opened, the inside of the pack will become a postcard to sample a friend or family member, who can then simply enter a code online to easily redeem a 4-pack for themselves to get them through a busy week.
With the value of Red Bull multipacks growing +40.6% in the last month, now is the perfect time for retailers to stock up. Red Bull has responded to consumer trends and is aiming to drive a better understanding of Red Bull for multiple moments of need, identifying its four key moments of need as Sports & Fitness, Work & Study, Socialising, and Travel occasions.
Supported by an extensive in-store and digital marketing campaign, Red Bull Air Mail aims to leverage existing users to drive new multipack users, as well as maintaining 4-pack distribution and rate of sale in the impulse and grocery channel, which in turn will contribute to the overall growth of the Sports & Energy Category.
 NIELSEN – VALUE GROWTH – RED BULL
(TOTAL COVERAGE | DATA 4 W/E 25TH JUL 2020)