Campaign details
Brand: Carabao Energy DrinkAgency: BD NetworkCountry: 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...