Carabao Energy Drink: Mr Carabao’s £1 Million Giveaway

Energy drink brand Carabao increased trial and rate of sale in the UK with a promotional campaign that allowed consumers to win a share of a total £1m cash prize fund.

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...

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