Energy drink Carabao runs cheeky 'Wins, not wings' campaign to mark Chelsea FC title win

Energy drink brand Carabao took a cheeky swipe at rival Red Bull in an integrated campaign to celebrate commercial partner Chelsea FC winning the Premier League.

The campaign, which has been planned, produced and executed in-house by creative comms agency W Communications, uses the slogan 'Wins. Not wings' – a take on Red Bull’s famous claim that it "gives you wings".

It ran from Friday until the Premier League trophy was presented to the team at their final game of the season on Sunday.

The campaign involved creatives running in The Sun, Metro, London Evening Standard, Daily Star, Daily Mirror, The Guardian and The Grocer, as well as 40 digital outdoor sites in 15 UK citries, and brand and partner social channels - paid-for social media activities will run for the next seven days.

There was PR coverage across national titles including The Sun and The Express.

It was highlighted in the official match-day programme and across digital screens at Stamford Bridge. The media element was planned and executed by Total Media.

W said the activity has been viewed around 1.5m times to date across Facebook, Twitter and Instagram, with more than 46,000 'engagements' (including shares, comments, and retweets).

John Luck, chief marketing officer at Carabao owner Intercarabao said: "Our new 'Wins. Not wings' campaign celebrates Chelsea’s incredible Premier League title win. Carabao will also be following Chelsea into Europe later this year, as we continue to grow the brand internationally."

Warren Johnson, CEO and Founder of W, said the agency had brought the idea to life "in a matter of weeks".

He said: "Carabao is a phenomenally exciting brand, so we are especially thrilled to have been able to develop and launch such eye-catching, agenda-setting work on its behalf."

Next season Carabao, whose existing football partnerships also include Reading FC, will become the sponsor of the EFL Cup, which will be renamed the Carabao Cup over the next three seasons.

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