The Red Bull Company has shortlisted five agencies to handle the £5m launch of its high-energy soft drink next month. DFSD Bozell, Mustoe Merriman Herring Levy, D’Arcy Masius Benton & Bowles and Knight Leach Delaney are pitching.
Red Bull, a high-energy carbonated drink distributed at raves and night-clubs, is to be launched throughout the UK.
The drink, developed in Austria in the late Eighties, has been on trial in Scotland since May 1993. The drink contains caffeine, vitamins, and amino acids which are generated naturally in humans but which are depleted when the body is tired. It is positioned as a healthy energy drink.
Last August, a series of health-scare stories claimed the drink’s caffeine content was harmful to children and caused sleeplessness. Red Bull says its drink contains no more caffeine than a cup of coffee.
Red Bull managing director Gerard Fiennes says the ad campaign aims to position the drink as a stimulant suitable for adults, sports-players and students.