Red Bull

How can you energise excellence in E-Commerce?

The Challenge


As the world’s bestselling energy drink and one of the most recognisable brands around, Red Bull is globally renowned for being an unbeatable retail powerhouse.

From its iconic presence on-shelf, to its influencer partnerships, live events and more…Red Bull is constantly striving to push the boundaries and cut through the noise, and no less so when it comes to its trade marketing efforts...

As true digital trailblazers, it was identified that Red Bull could support its wholesaler partners still further by creating a means to share best practice in improving its e-commerce offering to retailers.

The Hub was required to support an exclusive Red Bull initiative to enable an opportunity to bring the market together to do just that.

The Strategy


Working in collaboration with illustrious category leading brands including Diageo, PepsiCo and Mars Wrigley, Red Bull hosted a Hackathon at its London HQ, inviting wholesalers including Bidfood, HT Drinks, and JW Filshill to join them to ideate the future of e-commerce within the sector.

Possessing an in-depth understanding of the route-to-market dynamics of the retail sector, The Hub co-managed the full-day workshop which included insight delivered from the FWD, best-in-class case studies and success stories, and Hackathon session during which teams provided predictions on the future of e-commerce.

The Results


Partnering exclusively with Wholesale News, the outputs of the Hackathon were featured across 6 pages of print, as well as video content from the day online.

15+ industry leading wholesaler experts in attendance

4 x globally recognised supplier brands represented

The e-wholesale collective attended and spoke at the FWD Conference, and subsequently launched an exclusive microsite delivering expert advice and commentary to influential wholesaler attendees

As a result, Red Bull is now widely perceived as one of the most prominent voices championing the importance of best-in-class e-commerce practices, strengthening its relationships with prospect and existing customers.

“A huge thank you to the team at The Hub for making this event a reality. Hugely appreciated by all, and the first of many industry collaborations!”
Head of Category Management and E-Commerce, Red Bull

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