March 17/London/Off Licence News -- Red Bull is spending £1.5 million on a marketing campaign targeting commuters and people at work.

The campaign is intended to educate consumers on the claimed benefits of drinking Red Bull at work to improve performance.

There will be posters at mainline railway stations and on forecourts urging consumers to "be on the ball."

Digital and radio activity will be used through the day to further target people in their places of work.

There will also be POS available with the campaign theme for retailers to drive impulse sales.

Red Bull brand manager Chris Carter said, "There is a massive role to play for energy drinks in and around the workplace, with the functional benefits of the product helping people to get the most from their day.

"We are confident we will deliver this message in an engaging way to have a real impact with our consumers while driving sales for retailers."

From the March 18, 2011, Prepared Foods' Daily News
For more of the latest news from the food and beverage industry, visit Prepared Foods' Daily News