Campaign details

Brand: Carabao Energy Drink
Agency: BD Network
Country: United Kingdom

Challenge and business objectives

In the UK, the energy-drinks category had long been dominated by established, competitor brands. With a recently introduced sugar tax and new regulations on the horizon (that would prevent sale of energy drinks to under sixteen-year-olds) the landscape was only becoming more challenging. In 2018 however, Carabao planned to disrupt the status quo and cut through the stale state of the drinks fridge.

Despite being a new player in the category (launching in 2016), Carabao kick-started its entrance into the UK market by driving high-profile awareness via a sponsorship deal secured with the English Football League (EFL) Carabao Cup, Chelsea FC and Reading FC alongside prominent OOH advertising. With wider distribution in place, 2018 marked a perfect opportunity to increase trial and rate of sale and establish Carabao as the challenger brand taking on the energy drinks giants.