Red Bull has drafted John Doe to launch three drinks in the UK.
The agency secured the PR launch project brief following a competitive pitch process.
The appointment comes ahead of the global energy drinks company introducing the blueberry, cranberry, and lime flavors - known as the blue, red, and silver editions - early next year.
An agency source commented that “Red Bull has a lot of loyal fans, but equally there are a lot of people who don't like the taste - this is about targeting them.”
Red Bull and John Doe both declined to comment.
The Wyndham Hotel Group's Dream Hotels brand also selected John Doe as its global lifestyle PR partner following a competitive pitch earlier this month.
This article originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media.