UK: Red Bull to push sugar-free variant
Red Bull has unveiled plans to support its sugar-free Red Bull brand in the UK with a heavyweight campaign in the on-trade across the country this year.
The company said this week that the campaign to support the sugar-free version of its flagship drink will include a range of POS support including posters, canvases, clothing and fridge decals.
Red Bull trade marketing manager Caroline Jacomb said: "More than one in four adults in the UK are trying to lose weight 'most of the time' and diet variants are taking an ever increasing share over their regular counterparts, both as a solus drink and as a mixer.
Since its launch, 25% of new buyers to the Red Bull brand have been Sugarfree buyers. The variant now accounts for around 15% of Red Bull UK total sales, the company added.
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