Ben Stokes, one of the faces of the ‘Project Pro’ campaign of Red Bull, has also proved a winner for the energy brand, driving its sales over the boundary.
Cans featuring Stokes, man of the match in England’s triumphant win at the Cricket World Cup Final, sold at a rate of over half a million a week during the World Cup, totalling 3 million through the duration of the tournament.
“We are stoked to see Project Pro has made a positive impact on retailer sales with the high profile of the Cricket World Cup and the success of pro athlete Ben Stokes,” the brand said in a statement.
“From the start of the Cricket World Cup and his catch against South Africa to his performance as part of the team in the final, we have some great insight into the popularity of the can.”
The Red Bull Project Pro on-pack activation, launched in June, was supported by a strategic multi-media marketing campaign, including a Ben Stokes TVC aired during the tournament. The campaign is live throughout the summer, available across all off-premise channels.
“As the summer progresses we look forward to finding out how consumers will continue to embrace the training tips and connect with the pro athletes to enhance their training,” the brand added.
Six limited edition cans are available across Energy Drink and Sugarfree 250ml singles and 4 x 250ml packs featuring a range of bespoke on-pack wraps, each signed by, and illustrating one of six pro athletes. Joining cricketer, Ben Stokes is, rugby player, Jack Nowell; climber, Shauna Coxsey; snowboarder, Billy Morgan; triathlete, Lucy Charles and hockey goalkeeper, Maddie Hinche.
To participate in the campaign, consumers can visit www.redbull.co.uk/pro where they will be able to join a four-week programme via the Red Bull Project Pro Facebook Messenger Bot. Consumers can sign up to join and get training tips from the pro atheletes, including Ben Stokes, to take their training to the next level.