Red Bull to increase sport events focus

Red Bull has outlined its promotional strategy for 2008, including plans to develop its sport events portfolio.

The energy-drink brand is reviving Flugtag, an event in which competitors take to the air in homemade flying machines. The event, which last ran in 2003, will take place in the summer and be televised on terrestrial TV.

Red Bull is developing a further range of televised extreme sports events, which it claims will be unique to the brand.

It is also focusing on signing up domestic sponsors for the Red Bull Air Race. The event, held in nine countries, is backed by Audi, Breitling and Seat.

In addition, the firm is boosting its promotional spend by £5m to £24m and will launch a TV campaign by Kastner & Partners next month. It will feature creative by the winner of its Tall Story Contest, an online short-story competition to find an idea for the ad, based on tradition, myth or legend.

Next year, Red Bull is set to face competition from Monster Energy, a multimillion-pound US energy-drink brand being launched in the UK by former Red Bull UK brand director Guy Carling (Marketing, 7 November).

Red Bull, is worth £271m, and is market leader of the energy and stimulant drinks sector with 43% share, up 9% on 2005, according to Mintel.

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