In anticipation of its Air Race World Championship event, Red Bull has launched a limited-edition can.
The new design will run on 250ml price-marked and non-price-marked cans, and four and six can multipacks.
The event is supported by a national TV campaign from this month as well as video-on-demand, digital, print and out-of-home advertising.
The brand aims to attract 55,000 people to the event when it returns to Ascot Racecourse in August. A special invite will be mailed to fans who attended last year.
Damian Marshall, head of brand at Red Bull, said it aims for the Air Race to play a major part in the British sporting calendar.
“It has a very strong following, particularly in London. We are anticipating at least a 20% uplift in sales on the limited-edition cans,” he added.
Red Bull has also announced its aim to boost sales by an additional £605m in the next three-to-five years.
One way the brand hopes to do this is by driving sales of multipacks by promoting ‘positive energy’, which means encouraging customers to drink energy drinks before they need it.