Thai drink Sabai in UK campaign

Red Bull UK has taken on consumer minnow LDR London to promote Thai spritzer brand Sabai across the UK.

The drink, which is bright red and uses the hibiscus flower mixed with sparkling white wine, was trialled last year at 400 city bars in various UK locations.

That promotion, which was handled on a six-month project by Starfish Communications (PRWeek, 10 June 2005), proved a hit according to its maker. Distributor Red Bull is now releasing it to more than  600 bars.

The drink will also be available in Tesco Extra stores and Sainsbury’s outlets from July.

Sabai marketing manager Stephen Loftus said LDR London’s brief included trade PR, but was focused on building consumer awareness of the brand.

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