RED BULL has launched a new consumer campaign which aims to get shoppers active, with support from professional sport stars.
In what has been dubbed the brand’s biggest ever UK on-pack activation, the Project Pro campaign sees six Red Bull sponsored athletes appearing on 80 million cans this summer.
The campaign invites shoppers to take part in a four-week training regime guided by a Red Bull athlete over social media.
Support for the campaign includes a TV ad featuring cricketer and Red Bull athlete Ben Stokes. Other sports stars appearing on cans are Iron Man competitor Lucy Charles, hockey star Maddie Hinch, climber Shauna Coxey, rugby international Jack Nowell, and snowboarder Billy Morgan.
The Red Bull athletes will also distribute can vouchers to consumers through their social media channels.