After the Success of its Summer Edition flavours, Red Bull is branching out with a winter variant.
Red Bull Winter Edition Spiced Pear is rolling out nationwide from October 1st. Available in 250ml plain (RRP £1.50) and £1.45 pricemarked cans, as well as a 355ml Sugar Free Winter Edition (RRP £1.80), the drink comprises a blend of pear, accented with a dash of cinnamon. The launch will be supported with a range of tailored POS to raise awareness instore across all key touchpoints.
Energy drinks have been leading soft drinks growth for over 15 years, led by Red Bull at 50% of energy growth (Euromonitor), yet only a quarter of the UK consumes energy drinks, indicating a significant opportunity to grow further (Kantar).
For those that do not currently buy into the category, taste is a main barrier, with 17% of soft drink shoppers that do not buy Energy Drinks not doing so due to the flavour/taste (Kantar).
Innovation and new flavours are a proven opportunity to drive new shoppers into the category, with research showing that converting a further 24% of shoppers could deliver an additional 12m and incremental sales of £483m (Kantar).
Red Bull continues to deliver Wiiings for Every Taste with its selection of Red Bull Editions. With more flavours in more stores, reaching mores shoppers, Red Bull Editions have quadrupled in two years (Nielsen). Last year alone, the range attracted 2m more buyers and is the fastest growing sub-brand for new buyers (Kantar), with one in 10 Red Bull shoppers only buying Editions (ibid). To date this has been led by the introduction of an annual limited Red Bull Summer Edition, with the portfolio now boasting six flavours, delivering 92% incremental value growth (Kantar).
The launch of the first ever Red Bull Winter Edition Spiced Pear aims to push this further by removing the taste barrier and tapping into the growing trend of flavoured energy drinks – presenting a compelling opportunity to reach more consumers. Research shows that new flavours not only recruit new buyers, but also increases consumption by existing Energy Drink consumers, with 24% of people who do not currently buy energy drinks willing to try a new flavour and 41% of current Energy Drink users open to trying a new flavour (Mintel), delivering more buyers, more often.
With the new launch, the brand is hoping to repeat the success of its Summer Edition, and consumer testing indicates the demand is there, states Red Bull. The new flavour performed well in trials, delivering strong purchase intent. Over three quarters (76%) said they would purchase a festive flavoured energy drink (Appinio).
Red Bull’s annual winter marketing campaign will help continue to drive awareness, whilst targeting key winter occasions, such as socialising, where 42% of cans are consumed, and working, where 32% of cans consumed, according to Red Bull’s own data.
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