Behavioural planning media agency Total Media has been tapped to help Thai drink brand Intercarabao break into the UK market.
The agency is tasked with building brand awareness to help the brand cut through an already saturated drinks market, tasked with targeting 16-44 year olds with a combination of Out of Home and digital ads.
John Luck, chief marketing officer at Carabao, said: “There’s a huge opportunity for energy drinks in the UK to reach a broader market – those people who feel energy drinks don’t speak to them, or fit their lifestyle, namely women and older men.
“Total’s experience of understanding what’s behind people’s decisions, motivations and inspirations, will help us reach people with the right message when they are most in need of an energy boost. We’re looking forward to seeing the results.”
Thomas Laranjo, managing director of Total Media, added: “Carabao’s proposition is simple, offering consumers with stressful, busy lives a great tasting energy boost that actually speaks to them and fits their day-to-day lives.”
He hinted that the marketing will be a little more grounded than the extreme sports niche carved by competitors: “The average buyer of energy drinks isn’t the windsurfer on a sun-kissed beach that we see in a lot of ads and right now there’s a huge untapped market of people who buy energy drinks but don’t feel connected. Carabao’s fresh approach goes against the grain of other energy drinks focusing their media around activity and sports to target a core audience of young male thrill-seekers. We’re can’t wait to get started; amplifying the spirit of Carabao to UK consumers.”
The deal is part of a multi-million pound integrated marketing campaign, being launched in August, 2016. This activity is in addition to its sponsorship and partnership deals with Chelsea and Reading football clubs.