Juice Digital has launched their No Fear Extreme Energy social media campaign following the drinks inaugural appearance at Party in the Park, Leeds.
British rapper Dizzee Rascal lent a helping hand to the promotions team at the event, a precursor to the launch of Drinknofear.co.uk.
Developed by Underground Creative the site showcases videos, photos, message boards, blogs, events and product news. Already the site has seen a flurry of interest, notably on the No Fear Girls photo gallery.
Targetted primarily at males aged 16-24 the campaign has gone live simultaneously on Twitter and Facebook.
Boasting the UK’s first re-sealable soft drinks can the drink can remain carbonated for up to 24hrs after being opened and ties in with US extreme sportswear brand No Fear.
Neal Haworth, category marketing manager of the drinks producer, Aimia Foods, said: “A well-established brand, already synonymous with extreme sports and attention grabbing campaigns, No Fear is edgy and holds massive appeal with energy drinks’ key audience.
“This, coupled with the innovative and quirky re-sealable can, gives it the potential to be a new ‘must-have’ drinks brand for a young male audience.”