Carabao energy drink has announced the launch of a brand new multi-million-pound marketing campaign to broaden its target audience, called ‘Free Your Inner Carabao’.

The campaign is being rolled out now across press, digital, outdoor, experiential, mobile, PR and social media and is designed for a unisex audience, opposed to the ‘lad’ focussed communications usually associated with the market.

The creative brings to life the notion that there is a ‘Carabao’, the Asian water buffalo revered for its physical power, stamina and fighting spirit, in all of us. 

The inclusive marketing strategy also sees the brand take part in a number of high-profile partnerships including sponsorship of Chelsea FC’s training wear and Reading FC’s home and away match kit range. Carabao has also brokered a partnership with London Fashion Week, becoming the official energy drink partner. 

John Luck, chief marketing officer, said: “Our UK research demonstrates there is a huge community of time-poor and energy-starved consumers, men and women alike, that currently feel energy drinks are not relevant to them or their lifestyles.

”We intend to break the mould with our multi-million-pound marketing campaign, and position Carabao as a more grown-up and accessible-to-all energy drink. Our marketing will communicate to a much broader, unisex audience, including consumer groups that are not traditionally associated with energy drinks, and show how our great-tasting premium product can help consumers to rise to their everyday challenges.”

Established fifteen years ago in Thailand, Carabao will initially be available in two variants, Original and Sugar Free, with further flavour launches planned for later in the year.