Intercarabao will roll out a range of marketing activations in the UK across the Spring and Summer

Intercarabao will roll out a range of marketing activations in the UK across the Spring and Summer

Intercarabao has unveiled a new marketing campaign in the UK for its Carabao Energy Drink that highlights the brand's "bonkers" back story.

The push focuses on Carabao founder Yuenyong Opakul (aka Ad Carabao), a Thai rock star that named his new beverage, and himself, after an Asian water buffalo. It also highlights Carabao's move to the UK and subsequent sponsorship of the English League Cup - now called the Carabao Cup -  as well as the brand's involvement with football teams including Chelsea, Reading and Abingdon United Women's FC.

Chief marketing officer for Carabao UK John Luck said: "In the past 18 months, we have become a major football sponsor, launched a range of energy drinks that taste as good as soft drinks and secured significant distribution for Carabao across the UK. It's been a bonkers journey so far, so we needed a campaign to make sense of it all."

The "multi-million-pound" marketing push rolls out across print, radio, digital, out-of-home, experiential, PR, TV and social media channels throughout the UK this Spring and Summer.

Carabao was launched in Asia in 2002. The UK launch took place in 2016.

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