The brand wants to regain ‘credibility’ as the energy-drinks market becomes increasingly cluttered.
Just this spring, Coca-Cola launched a major marketing campaign for Relentless, a drink with a similar taste to Red Bull (PRWeek, 31 Mar).
Red Bull has previously relied on its seven-strong in-house team to handle publicity, but director of comms Heide Cohu has hired Exposure to ‘widen our media contacts and bring in fresh creative input’.
Exposure is briefed to work across the company’s numerous events such as the Red Bull Air Race series and Red Bull motorsports.
Exposure group account director Victoria Annable is running the account.
‘We will continue to target Red Bull’s core consumer target market of 16 to 34-year-olds,’ said Annable. ‘We hope to drive more credibility for the brand and to support the existing team by broadening the drink’s media appeal in the UK.’
Cohu is a former communications director at the Lawn Tennis Association (LTA), where she worked with Exposure on consumer activity.
Cohu decided against returning to the LTA after a period of maternity leave finished in August last year.
Exposure’s initial contract runs until the end of this year, although Cohu told PRWeek she hoped to establish a ‘longer-term relationship’.
Exposure has worked for Red Bull in the past on design and digital projects.
Red Bull continues to dominate the energy drinks category and claims a 60 per cent volume share of the market worldwide.