Red Bull set to roll out Editions offering in UK

Red Bull is gearing up to launch a drinks range called Editions in the UK, as it seeks to grow its share of the buoyant energy-drinks market.

Red Bull: the Edition range
Red Bull: the Edition range

The three variants – cranberry, blueberry and lime flavours – will be called The Red Edition, The Blue Edition and The Silver Edition, respectively.

Their single-colour cans mark a departure from Red Bull’s usual livery.

The range, launched in Austria and Germany last September, is sold at the same price as the standard Red Bull.

Huib van Bockel, marketing director at Red Bull UK, said the brand is in the process of defining "if and when" it will launch the range in the UK, but it is understood that the development of a marketing strategy for its roll-out is already under way.

Red Bull's range in the UK comprises its original energy drink, a sugar-free version, a smaller energy shot and a cola. The brand continues to use its long-standing "Red Bull gives you wings" strapline and line-drawing cartoon ad style.

The energy drinks market has been boosted over the past year with a series of launches, from Coca-Cola's Powerade Energy to AG Barr's Rockstar Pink, a drink aimed at women.

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
BBH deputy ECD Caroline Pay exits
Share

1 BBH deputy ECD Caroline Pay exits

Bartle Bogle Hegarty has parted company with its deputy executive creative director Caroline Pay and has promoted Ian Heartfield, creative managing partner, and Anthony Austin, chief executive of Black Sheep Studios, to take over as joint deputy ECDs.

Look out for the invisibles and introverts in your agency
Shares0
Share

1 Look out for the invisibles and introverts in your agency

By cultivating a clubbable culture, agencies are ostracising talented introverts, writes Andy Jex, the executive creative director at Saatchi & Saatchi London.

Just published