Driving sales of Carabao to put energy back into the drinks market
Summary
Dozens of energy drinks have launched and failed in the past 10 years with the UK market being so overcrowded. To make sure this wasn’t the case for Carabao we used digital OOH & display to target moments when consumer’s desire a positive energy boost, enabling us to reach a much broader audience. Over the course of the campaign, awareness of the brand grew from 0% to 21% and established them in the UK market with distribution in major retailers; giving them a successful platform to invest in sponsoring the League Cup.
Challenge
18-24 year olds have lots of energy brands vying for their attention, but our research showed that consumption of energy drinks is actually much broader than just that audience (including high frequency consumers). We found and targeted the moments that a broad range of consumer’s desire energy drinks, reaching consumers at a relevant time, and building an association between Carabao and positive energy boosts.
Solution
We used digital OOH to target key moments including playing sport, Friday nights out, early mornings for manual workers, and the mid-afternoon slump for office workers. Alongside this we used digital to target key life events where people need more energy, such as changing job or training for a marathon, as we knew life events such as these are times when people are more likely to try new brands.
Results
Carabao grew awareness from 0% to 21%, which is 10% higher than what Millward Brown norms suggest for our budget level. Alongside this we grew consideration and trial from non-traditional energy drink audiences, helping provide Carabao with a key selling point with UK retailers enabling them to grow distribution. All of which provided a successful platform to invest in sponsoring the League Cup.