Red Bull fights rivals with 'natural' claim

Grocer,  Nov 1, 2008  

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Red Bull is putting 1m [pounds sterling] into advertising its 'natural' cola in the ran-up to Christmas.

The push, which kicks off this week, focuses on the drink's 'pure' qualities and its '100% natural ingredients' claim. It includes outdoor and online advertising and carries the strapline 'Strong and Natural'.

The investment follows Pepsi's announcement last week that it was planning to roll out its 'natural' cola offering, Pepsi Raw, to the UK off-trade. Coca-Cola also entered the arena this summer, highlighting its 'no artificial preservatives or flavours' recipe.

Since its launch in May, 6.7 million Red Bull Cola cans have been sold, according to the company.

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"We initially struggled to convince retailers to stock it alongside Coca-Cola and Pepsi, rather than in the energy fixture," a spokeswoman said. "But this has now been resolved and Red Bull Cola is doing well."

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