Red Bull is celebrating the success of a summer campaign that featured Ben Stokes, a key member of the England team that won the Cricket World Cup on Sunday.
Currently one of the faces of the energy drink brand’s ‘Project Pro’ campaign, cans featuring Stokes sold at a rate of over half a million a week during the Cricket World Cup, totalling 3 million through the duration of the event.
The on-pack activation, launched in June, was supported by a multi-media marketing campaign, including a Ben Stokes TVC aired during the tournament. The campaign is live throughout the summer, available across all off-premise channels.
A spokesperson for Red Bull commented: “We are stoked to see Project Pro has made a positive impact on retailer sales with the high profile of the Cricket World Cup and the success of pro athlete Ben Stokes.
“From the start of the Cricket World Cup and his catch against South Africa to his performance as part of the team in the final, we have some great insight into the popularity of the can. As the summer progresses, we look forward to finding out how consumers will continue to embrace the training tips and connect with the pro athletes to enhance their training.”
Six limited edition cans are available (across Energy Drink and Sugarfree 250ml singles and 4 x 250ml packs) featuring a range of bespoke on-pack wraps, each signed by, and illustrating one of six pro athletes. Joining Stokes is rugby player, Jack Nowell; climber, Shauna Coxsey; snowboarder, Billy Morgan; triathlete, Lucy Charles and hockey goalkeeper, Maddie Hinche.
NAM Implications:
- Great idea well executed…
- This raises the promotional bar…
- And has to be a pointer for others…
- Time for NAMs in appropriate categories to encourage their marketing colleagues?
- …and hopefully move ahead of the game?
