Captive Minds to launch Red Bull challenger

Powershot, billed as a natural alternative to Redbull, has taken on agency support for its UK launch.

Captive Minds: to launch Power Shot
Captive Minds: to launch Power Shot

The agency has won a 12-month account to promote the energy shot, which is well regarded in mainland Europe.

Captive Minds wants to ignite debate contrasting natural and chemical energy drinks. It will also promote the idea that 'size matters' – the new Powershot drink is 10ml in contrast to the traditional 250ml energy drink cans.

'The 'energy shot' market was valued at $125m in the US in 2007, being the largest growing sector of the energy drinks market', said Captive Minds co-founder Alex Rayner. 'The UK is tipped to mirror this trend. We are looking to establish Powershot early as a market leader', he added.

The 12-month trade and consumer account was won following a three-way competitive pitch. The trade work will kick off on 1 September, with the product being launched to consumers on 1 October.

The agency will particularly try to create buzz on university campuses, and will target regional radio around the campuses.

Other key media targets will be food & beverage trade titles including The Grocer, national lifestyle glossies, newspapers and supplements.

The PR element is part of a £1.2m intergrated communications campaign that includes roadshows, sponsorship and advertising.

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