Incremental sales opportunity with Red Bull redesign

Red Bull has redesigned its 473ml can to feature motorbike stunt rider Travis Pastrana.

The can is available as a standard and a pound;1.99 price-marked version, and will carry a QR code, leading consumers to exclusive digital content via their smartphones. They will also get to ‘Challenge Travis’ by inventing stunts for him to undertake in his TV show, Nitro Circus Live, in London in the autumn.

Gavin Lissimore, Red Bull strategy and planning manager, commented: “We know from last January when we launched a Formula 1 edition that a pack change on our 473ml SKU drives incremental sales. This, alongside the price-mark pack, provides a compelling proposition.”

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