Energising Soft Drinks

Insight

Red Bull wanted to share its vision for the soft drinks category with a wide range of key influencers and category stakeholders

Strategy

To host a category focused event bringing together customers, media and relevant third parties. The event would highlight the opportunity for growth across the market, and focus on the future for all soft drinks – beyond simply energy drinks.

Creativity

Working with a dynamic brand like Red Bull is a real treat for the team here at The Hub. Looking at everything from new variant launches to communicating category insight from a genuine market leader allows us to drive the trade PR agenda forward from a really positive perspective.

The inaugural Energy Summit was held in the delightful Oxfordshire countryside, and as you would expect, Red Bull once again broke the mould with help from the team at The Hub. Bringing together customers and key media in a single location to share category-wide insight and get inspired by a selection of relevant industry speakers. Looking back on the last few years gave a detailed picture of the overall trends, highlighting that whilst there is growth in new categories, traditional areas are also set to see expansion. Red Bull forecast that it will be energy drinks, bottled water and cola that drives the market over the coming months and years, and the audience enjoyed the candour and clarity that this dynamic brand brought to proceedings. The event was a success – delivering strong coverage and educated customers. Planning for the 2018 follow-up is already under way!

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