Austria-based Red Bull is introducing limited edition on-pack design on multipacks and POS(point of sale)with the return of Soapbox Race in UK.
The new packaging on multipacks of Red Bull Energy and Red Bull Sugarfree will inspire the consumer to enter through a QR code which directs them to the website directly.
The event,which will be coming to London in July 2013,will feature on Red Bull 4packs,supported by a £2.5m national campaign.
Red Bull category marketing head Simon Hewitt said the event will put consumers at the centre of the action and also provides an opportunity for retailers to make profits in store.
Source:
http://design.packaging-business-review.com/news/red-bull-to-unveil-limited-edition-on-pack-design-at-uks-soapbox-race-201212
