Proud of….Red Bull ‘Wings Without Sugar, Wings With Sugar’ Campaign

In the lead-up to the introduction of the Soft Drinks Industry Levy, from 6th April 2018, the industry’s biggest suppliers got busy reviewing their portfolios, to improve consumer choice and minimise financial implications. For some this meant reformulation, for others new formats and sizes, as well as NPD.

As a major brand within soft drinks, Red Bull’s strategy has always been about delivering choice to the consumer. The UK’s leading functional Energy drink brand, already offered a range of low sugar and calorie products, however its Red Bull Original 250ml is the number one single serve soft drink in the UK, therefore it is important that it strikes a balance that continues to help retailers drive sales profit, whilst also delivering low sugar and calorie options for consumers. As a result, the brand extended its sugarfree portfolio to introduce a Red Bull Sugarfree 473ml can, as well as sugarfree versions of its Red Bull Tropical Edition and Red Bull Orange Edition, guaranteeing that for every full-sugar product in its range, there is now a sugarfree variant available.

Our job at The Hub was to communicate this new news to the grocery and retail convenience trade press, successfully landing the message with positive coverage to demonstrate leadership within the category.

As well as issuing a press release to key industry titles and submitting to relevant soft drinks and sugar tax features ahead of the levy being launched, we planned a media campaign that delivered brand awareness and strong share of voice in the months ahead of launch. This consisted of full-page ads in key titles, the front cover of The Grocer the week the levy was came into action, and advice columns, which explained the importance of choice in maintaining consistent sales for the category. As ever, the consumer is the more important element, and Red Bull now offers the widest possible choice – putting the power firmly in the hands of its consumers.

This genuinely leading position delivered a hugely positive outcome, positioning Red Bull as driving the category with stand out comments in editorial features and strong coverage of the news story in tier one titles, as well as significant brand awareness through advertising ahead of the levy.

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