Red Bull redesign to allow consumers to invent motorbike stunts
Energy drink Red Bull is to redesign its 473ml cans in a new tie-up that will give consumers the chance to challenge a stunt motorbike rider.
Energy drink Red Bull is to redesign its 473ml cans in a new tie-up that will give consumers the chance to challenge a stunt motorbike rider.
The new cans, to be launched in May, will feature a QR code that will take smartphone users to a website where they can invent stunts for Travis Pastrana – a world renowned stunt rider – to perform.
The cans integrate an image of Pastrana into the traditional Red Bull look.
Red Bull strategy and planning manager Gavin Lissimore said: “This is a hugely exciting piece of activity and the combination of an innovative campaign, great shelf stand out and the fact it gives consumers the chance to get closer to one of their idols will benefit retailers and the Sports and Energy category.
“We know that the category is one that is massively engaging for consumers and we know form last January when we launched a Formula 1 ‘Champions Edition’ that a pack change on our 473ml SKU drives incremental sales.
“This, alongside the price-mark pack provides a compelling proposition which will help retailers maximise sales and drive additional profits.”
Source: Red Bull
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