Energy drink Carabao has launched a new on-pack offer giving UK and Irish consumers the chance to win a share of a total £1m cash prize fund, the brand’s biggest-ever giveaway. The top prize has been set at £50,000.

The campaign launches July 1st 2018 and will run for three months, offering consumers an opportunity to win every 60 seconds.

Carabao, which is a major football sponsor, plans to support the promotion with a £1m+ TV ad campaign that will run throughout August and September on ITV, Sky and Channel 5. There will also be on-demand ads, press ads, big screens at football stadiums and pitch-side LEDs.

To enter, consumers have to be over 18. They need to buy a promotional can, go to www.CarabaoCash.com and enter the unique code found under the ring-pull. They will find out instantly if they have won a prize.

The launch of the new prize draw comes hot on the heels of Carabao’s latest major campaign; last month’s We Are Female Fans initiative – which aimed to change negative female football fan stereotypes – as well as a stunt involving offering a helicopter service to help Southern Rail commuters get to work on time despite the timetable changes.

Carabao says its on-going investment in initiatives of this type – appealing to a mass market, inclusive adult audience – is part of outs strategy to differentiate itself from other energy drinks and drive further growth in the energy drinks category as a whole.

John Luck, Chief Marketing Officer at Carabao UK, says: “Giving away £1M is a pretty crazy thing to do, but Carabao is a drink for people leading increasingly busy and bonkers lives, so it feels entirely appropriate.”

Carabao’s energy drinks range is exclusively low or no sugar, with the promotion available in all available flavours.

Carabao was invented in Thailand by a rock star called Aed Carabao, who named himself and his band after the carabao, a local breed of buffalo. It claims to be the only energy drink brand in the UK to offer exclusively low-sugar or sugar-free product formats.

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Persil UK has been encouraging families in London to get outdoors and active to celebrate the 10th anniversary of the launch of the brand’s ‘Dirt is Good’ marketing platform with ‘Get Out Here’, a Digital Out Of Home (DOOH) activation delivering content triggered by the weather in real-time.

Running on Ocean’s full motion Eat Street screen at Westfield London, the campaign uses live weather data to trigger video content allowing the display to show current temperatures, weather conditions and the walking distance to Holland Park, their nearest source of outdoor fun.

Families can connect to the screen’s Wi-Fi to access a map and directions to the park, which is a short walk from the shopping centre.

Get Out Here reflects Persil’s commitment to get families outdoors and embrace dirt. The brand cites consumer research which reveals that dogs are five times more likely to be taken out to the park than children – and that only one in three kids has ever climbed a tree.

Created by MullenLowe London, Get Out Here was one of the commercial winners of Ocean Outdoor’s eighth annual digital creative competition, which aims to reward great creative concepts that push the boundaries of digital out of home (DOOH) advertising.

Video footage on the screen will also include a dynamic count of fun activities families can enjoy in the 22.5 hectare park, including the number of birds to count, muddy puddles to jump in and snowmen to build.

The idea is that families will break out of the urban jungle to experience the freedom of the real outdoors like kids used to, playing on Persil’s 10th anniversary of “Dirt is Good.” The campaign broke on March 1st 2018 and runs for two weeks.

Jennifer King, Senior Brand Manager for Persil UK, says: “Families love getting outdoors but we know that life can get in the way. This is an innovative way to nudge us all to embrace the outdoors and make more happy memories.”

Alex Okada, Global Executive Creative Director for Dirt is Good, adds: “Sometimes we are so immersed in our busy lives, distracted by the always on digital world that we don’t stop to think how close and accessible nature is to us. The idea is to use technology and data in order to remind and inspire people to enjoy the outdoors. Not having enough time outdoors is not a only problem for kids, but also a problem for all of us.”

Ocean Outdoor head of marketing Helen Haines comments: “Get Out Here is a really simple idea that actually works in all sorts of environments and out of home locations. It’s a fun execution and a wonderful way to encourage more families to go play and get messy. That’s why it was chosen as an Ocean competition winner.”

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