Red Bull is encouraging consumers to unleash their inner athlete with its latest campaign, Red Bull Project Pro.
As part of the campaign, six of the UK’s top athletes offer a never-before-seen view of how they train and live their day-to-day lives. The campaign aims to drive positive associations with Red Bull across a range of diverse sporting occasions.
The campaign sees six limited-edition cans (across Energy Drink and Sugarfree 250ml) feature one of the six athletes: rugby player Jack Nowell; climber Shauna Coxsey; cricketer Ben Stokes; snowboarder Billy Morgan; triathlete Lucy Charles and hockey goalkeeper Maddie Hinche. The ambassadors were selected to reflect their commitment to the sports they represent, their unique training regimes and their use of Red Bull as part of it.
Red Bull Project Pro is supported by a multi-media marketing campaign, including a Ben Stokes TV ad, social media content, sampling in gyms and other sports locations, as well as in-store activity and promotional placements.
Consumers can take part at the Red Bull website where they can join a four-week programme of exposure to athlete advice, including weekly tips and tricks from their matched athlete ranging from nutrition to mental preparation to strength and conditioning.
Mark Bell, Strategy & Planning Manager at Red Bull, commented: “This campaign aims to inspire and motivate people who want to learn directly from professional athletes. It also aims to reinforce Red Bull’s relevance in sports and fitness whilst boosting consumers’ trust in the brand by showing professional athletes using it as a key part of their training routine.”
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