With its continued focus on seasonal occasions and flavours, Red Bull has revealed its latest Summer Edition - Citrus Zest.
Available now, Citrus Zest is “bursting with the invigorating flavour of Sudachi Lime, a small green acidic citrus fruit, originating from Japan, encased in a striking yellow can, for ultimate shelf stand-out,” Red Bull said.
Summer is a key time to engage with the influx of shoppers looking for hydration, using NPD to drive excitement, trial and incremental sales. “With penetration peaking in the month of July as more consumers are on-the-go, not only do we see a growth in shopper numbers, but shoppers also make more trips in the Summer vs the average month in the year,” the supplier added.
This launch follows Red Bull’s first UK Spring Edition, Cherry Sakura, which entered the market in February and is already proving popular.
With NPD performing extremely well for the brand, it reports, the continued expansion of the portfolio has also helped Red Bull’s existing Editions range to grow incrementally, making the latest Summer Edition a must-stock as the weather heats up, it said.
Red Bull Summer Edition Citrus Zest will also be the focus of a ‘Work Off. Summer On’ campaign from June, inspiring the nation to get their work done so they can have some fun.
Tying into key events, including a summer of sports, nationwide festivals, pub gardens and Red Bull events, activity will be driven through OOH ads and social media, as well as sampling.
Red Bull Summer Edition Citrus Zest is available now in single 250ml (plain and pricemarked) cans, Sugarfree 355ml and 473ml cans, as well as 4-packs of the Sugarfree 250ml can multipack.
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