Red Bull, the high-energy soft drink, has called in Jackie Cooper PR to
promote it as a pick-me-up for hangover sufferers, clubbers and long-
distance lorry drivers.
Harry Drnec, managing director of the Red Bull Company, set several
consumer PR specialists a trial brief to execute before handing the
contract to Jackie Cooper.
Drnec is allocating an estimated pounds 175,000 to the PR campaign, of
which the fee element is estimated to be around pounds 75,000.
Aside from media relations Jackie Cooper is planning a series of
sampling activities in, for example, police stations and maternity wards
to explain the stimulating properties of Red Bull to a range of
The agency will also promote the drink to the on-trade, with the aim of
further encouraging bars and clubs to serve Red Bull as a mixer with a
range of spirits.
‘We will harness what’s going on at street level and maximise publicity
mileage,’ said Jackie Cooper PR managing director Robert Phillips.
Drnec turned to PR to support Red Bull’s controversial poster
advertising drive, which uses the strapline ‘Caution: do Not Drink if
You Want to Sleep.’
Two of its posters (including the ad shown above) are being investigated
by the Advertising Standards Authority after the policing body received
complaints from the public that they were offensive.