Red Bull encourages gift-giving with on-pack promotion

By Éilis Cronin in Soft Drinks 8th October 2020

Red Bull is launching an on-pack promotion to encourage consumers to give Red Bull four-packs as a gift, as part of a wider campaign.

The “Red Bull Air Mail” campaign is running across limited edition sleeves of Red Bull’s 250ml four-packs which, once opened, will become a postcard that shoppers can give to friends or family.

The postcards feature a code to be entered online to redeem a four-pack of Red Bull.

Red Bull said the value of multi-packs is growing at 41% and now is the “perfect time for retailers to stock up”.

The campaign 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 and energy category.”