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Red Bull
The unmissable launch of new Red Bull Berry leveraged high-impact placements and creative formats including high-impact video and POS.
online sales growth
digitally influenced in-store sales growth
repeat purchase rate
Campaign Background and Objectives
The New Product Development (NPD) launch of Red Bull Berry was unmissable by leveraging high-impact placements and creative formats. Red Bull's clearly defined campaign objectives were to grow Customer Penetration for Red Bull, drive customer trial for the new flavour, and secure tangible trial and penetration supported by bold creative and an omnichannel presence.
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The objective was clearly defined as growing penetration and driving trial for the new Red Bull Berry.
There was a clear articulation of how consumers like to try new flavours.
The strategy was a clear insight-led launch campaign focused on trial, penetration, and flavour novelty.
Solutions and Results
The strategy created an unmissable launch for Red Bull Berry flavour using high-impact video and POS. Execution targeted the customer journey, with pre-shop off-network video and eDM, followed by high-impact in-store and online placements. In-store creative featured a "Pink Bay takeover" with aisle fins and floor decals, 3D spinning cans, and engaging video. Assisted Checkout Screens informed waiting customers, encouraging return purchases. Collaboration with Cartology and Woolworths, using cross-shop insights, fueled the strategy. Joint activation across off-network, ROOH, Metro, FOS, and EDR demonstrated effective cross-functional work.
The campaign was recognised as a strong, engaging NPD launch that delivered tangible trial and solid results, achieving strong growth across digital and in-store channels.
• +44% Online Sales Growth.
• +50% Digitally Influenced In-Store Sales Growth.
• Achieved a 38% repeat purchase rate.
• Delivered a +3.5% online market share for Red Bull in growth vs pre-campaign.
• +2% point increase in eCom penetration for all Red Bull SKUs.
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