Red Bull is rolling out a limited-edition gaming-themed four-pack to promote its eSports event Red Bull 5G.
The limited-edition design will be available on Red Bull’s Energy Drink and Sugarfree varieties, as well as £4.49 price-marked packs from August 8.
Each pack will contain a code that shoppers can redeem online that unlock exclusive gaming content.
Red Bull 5G will see gamers from the north and south compete in five different computer games. The winner will be taken on a trip to Japan.
Gavin Lissimore, head of category marketing at Red Bull, said when the campaign launched in the US the brand saw its sales double.
“The limited-edition packs will open up a major opportunity for retailers to drive rate of sale on Red Bull four-packs and attract its core audience of 18-24 year olds,” he said.
Retailer can promote the packs and competition in store with PoS that encourages consumers to support their region. The packs will be available to stock until September 19.