Gazprom Neft: Red Bull for G-Drive

This case study explains how drinks company Red Bull used video to launch a new energy drink co-branded with motor fuel brand G-Drive in Russia.

Agency: UniteCountry: Russia

Campaign strategy

G-Drive is a brand of Gazprom Neft's signature fuel with enhanced performance.

In 2014, G-Drive ranked among the top-3 most popular retail fuel brands in Russia. One of the tools of promotions is the distribution of G-Drive-branded products, including windshield washer fluids, wet wipes, polishes, accessories, etc.

In 2015, G-Drive and Red Bull, a leading energy drink manufacturer, produced the flagship drinks product: Red Bull for G-Drive.

The main purpose for creating the co-branded energy drink – Red Bull for G-Drive – was to make the G-Drive brand more popular among young people....

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