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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Lucozade Energy is delivering its biggest ever sampling activity across the UK this year as part of its wide-reaching Energy Beats Everything campaign. The brand’s extensive sampling will see seven million ice-cold orange 150ml cans being circulated during this campaign will drive sales of Lucozade Energy by getting the drink into the hands of consumers.

The brand is also handing out vouchers as part of the sampling campaign, giving consumers 50p coupons to be redeemed against any Lucozade Energy or Lucozade Zero SKU.

Sampling for the UK’s number one energy drink will be activated nationwide, in high footfall cities and the surrounding areas throughout England, Scotland and Wales. The brand is spending a total of £28m on the Energy Beats Everything campaign, which will also include nationwide TV, outdoor and digital activity, alongside in-store marketing.

Bridget Hirst, Brand Manager at Lucozade Ribena Suntory, says: “In the past, our extensive sampling campaigns have proven to drive a 9% sales uplift on Lucozade Energy.”

Lucozade Ribena Suntory is one of the leading soft drinks businesses in the UK and Ireland. LRS was formed in 2014 and is part of Suntory Beverage & Food Europe. Its soft drinks brands include Lucozade Energy, Lucozade Sport, Fitwater, Ribena, Orangina and True Nopal cactus water.

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Lucozade Sport, the UK’s best-selling sports drink, has unveiled limited-edition packs featuring a new version of its ‘Move More, Win More’ on-pack competition, first run a year ago, offering consumers the chance to win one of 20,000 prizes, ranging from Fitbits to holidays for two.

The on-pack activity will be supported by a £5m Through-the-Line ‘Made to Move’ campaign to inspire consumers to be more active over the summer. Fronted by Lucozade Sport brand ambassadors, boxer Anthony Joshua and footballer Harry Kane (pictured), a combination of TV, proximity, digital and social activity will show the nation that no-one ever moved forwards standing still. The campaign will culminate at point of purchase with bespoke ‘Made to Move’ POS, developed to maximise the opportunity in-store and encourage purchase of the special packs.

To enter the competition, consumers have have an iPhone with Apple Health Kit installed, a smartphone with Google Fit installed; or a smartphone and a FitBit device. They then need to download the Lucozade ‘Made to Move‘ app and sign up for an account. They can then log eligible exercise activities (either walking, running, cycling or swimming), which translate into ‘Exercise Contributions’. Every day they complete an Exercise Contribution entitles them to be entered into that day’s prize draw. If consumers achieve three Exercise Contributions on separate days during a week, then they can enter the weekly draw.

Prizes for daily draws include Fitbit Charge 2 devices, Lucozade Sport drink bottles, vouchers for 500ml bottles of Lucozade Sport, pairs of Tough Mudder tickets, PureGym passes, and Goals sessions. There will be a maximum of 50 daily prizes awarded.

Every week, one entrant will win a bigger prize, which may be a Fitbit Ionic, a trip for two to the British Grand Prix, a trip to Paris to watch the finish of the Tour De France, holidays for two in San Francisco, New York, Florence or Dubai, or fitness weekends in the Peak District.

Lucy Grogut, Lucozade Sport Brand Director at Lucozade Ribena Suntory (LRS), says, “With the biggest event in the football calendar just around the corner, our new limited-edition packs will allow retailers to capitalise on the increased interest in sports drinks this summer. We know Lucozade Sport sales spike by up to 12% during sporting tournaments, so this presents a huge opportunity for our customers. We’ve got 20,000 prizes up for grabs – that’s 100 per day – so we know shoppers are going to be incentivised to pick up even more Lucozade Sport this summer season.”

The on-pack competition will run on all major pack variants from April 23rd until October, with the latest phase of Lucozade Sport’s ‘Made to Move’ ATL campaign kicking off on June 4th. Consumers can enter via the app for the chance to win prizes including Fitbits and holidays for two.

Lucozade ran a similar promotion under the same name a year ago.

Lucozade Ribena Suntory is one of the leading soft drinks businesses in the UK and Ireland. LRS was formed in 2014 and is part of Suntory Beverage & Food Europe. Its soft drinks brands include Lucozade Energy, Lucozade Sport, Fitwater, Ribena, Orangina and True Nopal cactus water.

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Lucozade Sport Fitwater, the latest addition to the Lucozade sports drink family, has launched a new campaign featuring unified heavyweight boxing champion and Lucozade Sport brand ambassador, Anthony Joshua. The campaign will include Above The Line (ATL) advertising as well as Out Of Home (OOH), digital and in-store activity.

Since launching last August, Lucozade Sport Fitwater has become the second largest functional water brand in the UK market. This electrolyte water is made by purifying spring water then adding four key electrolytes specifically designed to help replenish what is lost in sweat.

The new ATL campaign is supported by a £3.5 million cross-channel spend. The ATL will incorporate a range of eye-catching outdoor creatives, designed to attract consumers to the still water segment and appeal to the growing demand for functional drinks to enjoy as part of an active lifestyle.

Lucy Grogut, Lucozade Sport Brand Director at Lucozade Ribena Suntory, comments: “We’ve developed Lucozade Sport Fitwater’s latest ATL campaign to grab the attention of existing sports drink consumers, while also appealing to a new audience with a drink perfect for the exercise occasion but with no sugar or calories. We’re confident that this new ATL promotion and £3.5 million investment will support the brand’s offering in the water segment and drive awareness of the product.”

Lucozade Ribena Suntory is one of the leading soft drinks businesses in the UK and Ireland. LRS was formed in 2014 and is part of Suntory Beverage & Food Europe. Its soft drinks brands include Lucozade Energy, Lucozade Sport, Fitwater, Ribena, Orangina and True Nopal cactus water.

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Energy drinks brand Boost Drinks has launched a new on-pack campaign, Release the Boost, which offers consumers the chance to win a range of prizes. The competition includes three stages; an instant win offering a mix of cash, cinema vouchers and amazon vouchers, a prize draw of a £2,500 Virgin Gift Card and a final chance draw of a Zip-line experience in Snowdonia with a Go-Pro to give the winners life-long memories.

The promotion was created for Boost by Leicestershire-based Multi Resource Marketing (MRM), which was responsible for all aspect of the activity except for the printing of the unique codes on pack. MRM even worked with the Boost Drinks team to source the most appropriate prizes for Boost’s target audience, which the brand says are “fun-loving, savvy millennials, always looking for an experience.”

To enter, consumers have to purchase a promotional bottle of 500ml Original Boost Energy, visit the microsite, www.releasetheboost.com, and enter their details and the unique code from the bottle. They will find out instantly if they have won a pair of cinema tickets, a £100 Amazon gift voucher or £50 in cash. They will also be entered into the relevant prize draw for the time period.

The instant win promotion runs until January 30^th, 2018. Entries received before December 14^th 2017 will also be entered into the Grand prize draw. Entries received up to January 30^th, 2018 will also be entered into the secondary prize draw.

There is a No Purchase Necessary route for Northern Irish consumers.

The Grand Prize draw winner will win a £2,500 Virgin Gift Card. The secondary prize draw winner will win a zip lining experience for themselves plus three friends to ride the Velocity zip line in Snowdonia, Europe’s longest and fastest.

There are 1,065 Instant Win prizes available – 900 pairs of ODEON tickets (or participating independent cinema, 15 £100 Amazon vouchers and 150 £50 cheques.

Established in 1993, MRM is an independently-owned marketing services provider based in Leicestershire, England. A member of industry body the Institute of Promotional Marketing, the company provides both digital and physical marketing campaign support to some of the UK’s best-known brands.

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Energy drink Carabao has launched an on-pack promotion to celebrate its three-year deal with the English Football League, which sees the Thai brand getting naming rights on the EFL Cup, now known as the Carabao Cup.

The company’s colours will adorn the ribbons of the trophy and the match ball as well as Carabao branding featuring in stadia at every match – including at Wembley on ‘Carabao Cup’ final day.

The on-pack promotion offers consumers the chance to win tickets to matches, including the Carabao Cup Final on February 25th 2018, as well as mini footballs and instant cash every 90 minutes.

To enter, consumers must find a code on the ring pull of 330ml promotional cans and enter it on the Carabao competition website.

John Luck, chief marketing officer at brand owner Intercarabao, says: “Our partnership with the EFL is central to supporting the continued growth of the Carabao Energy Drink brand in the UK and internationally.”

Shaun Harvey, EFL Chief Executive, adds: “This is a significant agreement for both parties and I’m delighted to welcome Carabao on board as an official title sponsor of the EFL Cup.”

The promotion runs until February 25th 2018. There are a total of 1,280 pairs of tickets to Carabao Cup 2017/18 games, 800 £10 (or euro equivalent) cash amounts and 2,392 Carabao branded mini footballs. Prizes will be allocated using a ‘winning moments’ system.

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Rockstar, the energy drink brand distributed in the UK by AG Barr, is partnering with the upcoming Baywatch movie for an on-­pack promotion offering shoppers the chance to win an ‘Ultimate VIP Miami Experience’, including a pool party and luxury yacht trip.

Entry for the Miami trip prize is open until August 31 2017. The Miami prize package includes return flights from London to Miami for four people (all of whom must be 18 or over and at least one of whom must be over 21), five night accommodation in a 4* hotel, a VIP pool party at a luxury hotel in South Beach including a private cabana, a private sail on a luxury yacht with drinks and snacks and travel insurance.

There are also daily prize bundles, which are open until June 9 2017.  Each daily prize draw winner will receive a Rockstar prize package consisting of a Rockstar branded cap, vest and pair of sunglasses. The winner of the daily prize draw on May 31 2017 will also receive a Rockstar branded surfboard.

Consumers enter by going to the promotional website, http://miami.rockstarenergy.com/, registering and inputting unique codes found on can ring pulls.

The on-pack promotion runs across Rockstar’s Xdurance and Guava flavours as well as on a new limited-edition variant named Beach Blend.

Baywatch will be one of the hottest and biggest films releases of 2017 and we are excited to be partnering Rockstar with such a phenomenon,” said AG Barr Marketing Director Adrian Troy. “It is a perfect fit for the brand and energy drink consumers will love it. The on-pack offer will help drive overall sales of energy drinks, so our advice to retailers is to stock up.”

Baywatch is an action-comedy film based on the popular 1990s TV show and set to be released ijn the UK on May 29th. The movie stars Dwayne ‘The Rock’ Johnson and Bollywood sensation Priyanka Chopra. Rockstar’s promotion runs from now until June.

The same promotion is also running in the US, where Rockstar originated.

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Rockstar, the energy drink made by AG Barr, has teamed up with new console game ‘Gears of War 4’ for an Xbox on-pack promotion.

Running across one million cans of 500ml Rockstar Original (plain and 99p price-marked packs) throughout October and November, the promotion gives UK consumers the chance to win a pack containing an Xbox One S console, Gears of War 4 game and gaming headset every day for 61 days.

A separate daily draw will select three consumers who will each win a digital copy of the game.

Entry is by inputting the unique codes found on can ringpulls at gears4.rockstarenergy.com/gb/

In addition, the ringpull codes also enable consumers to claim in-game rewards for Gears of War 4, including game skins, weapons and extra Experience Points.

Finally, the promotional cans are limited edition, design by US graphic artist Jessie Hernandez.

AG Barr’s head of marketing Adrian Troy says: “Gears of War 4 is set to be the biggest launch from Xbox this year, supported by a £4m marketing spend. With over 33 million gamers in the UK spending an average of 13 hours gaming each week, this on-pack promotion will really strike a chord with energy drinkers.”

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Carabao Energy Drink has launched a new multi-million pound integrated marketing campaign entitled ‘Free Your Inner Carabao’, featuring press, digital, outdoor, experiential, mobile, PR, social media and a link with London Fashion Week which will see fashionistas offered free Tuk Tuk rides as well as samples of the product.

The campaign sees Carabao break away from the laddish positioning adopted by rival energy drinks inn favour of targeting a more unisex and even female audience.

The ‘Free Your Inner Carabao’ campaign creative features much softer, less male-oriented messaging. It will be run across multiple UK media channels from September 2016.

The Carabao is an Asian water buffalo revered for its physical power, stamina and fighting spirit. The concept behind the campaign is the idea that there is a ‘Carabao’ in all of us, and that Carabao Energy Drink can help consumers summon this inner strength.

Mads Perch, a Danish photographer who practices the construction of ‘real-time special-effects’ photography, has been commissioned to bring the campaign creative to life using an innovative ink effect that flows across perspex on a camera lens to reproduce the spirit and energy of Carabao.

The inclusive marketing strategy also sees Carabao undertake a series of high-profile partnerships. Carabao renewed its main sponsorship of Reading FC in June 2016 (it signed a year’s deal in 2015) and has also just signed as a principal commercial sponsor of Chelsea FC, as well as its official training-wear partner, for the next three seasons.

Carabao has also brokered a partnership with London Fashion Week, becoming the Official Energy Drink Partner for the annual event which starts on Thursday 15th September. Carabao-branded fridges full of the energy drink will be available for everyone involved with the event, including backstage teams, runway models, press and VIP guests in the audience. Carabao will also be present during presentations, parties and events outside of the central Brewer Street runway space, with Tuk Tuks offering lifts to the fashion crowd and also handing out samples of the product.

Launched 15 years ago in Thailand, where other energy drinks such as Red Bull have their origins, Carabao is currently available in two variants, Original and Sugar Free, with further flavours planned for launch later this year.

John Luck, Chief Marketing Officer, comments: “Our UK research demonstrates there is a huge community of time-poor and energy-starved consumers, men and women alike, that currently feel energy drinks are not relevant to them or their lifestyles. We intend to break the mould with our multi-million pound marketing campaign, and position Carabao as a more grown-up and accessible-to-all energy drink. Our marketing will communicate to a much broader, unisex audience, including consumer groups that are not traditionally associated with energy drinks, and show how our great-tasting premium product can help consumers to rise to their everyday challenges.”

Carabao’s media campaign is a mixture of outdoor (with nearly 1,800 roadside 6-sheets), digital, experiential and mobile and will includes ads across gaming, snacking, parenting, students and fitness sites. Carabao will also have a series of mobile banners and billboards.

The creative campaign was put together by agency Quiet Storm with PR and social media activity being handled by W Communications and Total Media managing media planning and buying.

Carabao was originally launched in Thailand in 2002 as Carabao Daeng, which means red buffalo. It was created by a company formed by a Thai rock star, Aed Carabao, still lead singer of Thai group Carabao, and a successful Thai entrepreneur, Sathien Setthasit. Carabao, the energy drink, is currently the second most popular brand in Thailand after M150, owned by Thai soft drinks company Osotspa.

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Red Bull has launched a limited edition Gaming 4-pack linked directly to its biggest eSports event, Red Bull 5G.

Red Bull 5G offers consumers the chance to compete in five of the biggest online games around – Hearthstone, League of Legends, Project Cars, Rocket League and Street Fighter – and pits gamers from the North and South against each other.

The tournaments are being run for Red Bull by ESL Play, part of German based company ESL which organises e-Sport tournaments around the world.

The winners of the Red Bull 5G national finals will be taken on an all expenses paid trip to Japan.

Each pack will feature a unique code to redeem on www.redbull5g.com, which unlocks exclusive power ups and in-game add-ons. Red Bull says 25% of gamers consume energy drinks whilst gaming, with video gaming the third strongest association with Red Bull, just above music. 84% of gamers think Red Bull is a good or perfect fit for eSports.

With a growing number of console users, the UK market value alone is set to reach £3.9 billion in 2017.

The limited edition 4-pack runs across Energy Drink, Sugarfree and £4.49 Price Marked Packs and was meant to be in store from August 8th. The messaging on pack and POS will invite consumers to pledge allegiance to their region and battle it out to be crowned the best gamers in the UK.

Gavin Lissimore, Head of Category Marketing at Red Bull, comments; “This campaign will be pitting the best gamers from North against the best gamers in the South. When the campaign launched in the states with Destiny, a huge global game, we saw consumption of Red Bull whilst gaming double. In the UK, our customers Asda saw a 6.4 increase in average base sales for Red Bull, with the Destiny pack.”

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