Red Bull releases F1 driver Daniel Ricciardo cans

Daniel RicciardoRed Bull has paid tribute to Australia’s Formula 1 race car driver, Daniel Ricciardo, on a new limited edition Red Bull can.

“If you want to be successful at anything in life, the primary thing is you have to enjoy it,” said Ricciardo.

Launching in store from mid-January, the limited edition packs will be available across all channels in three pack types. The release coincides with Aston Martin Red Bull Racing’s return for the 2018 Formula 1 Rolex Australian Grand Prix held in Melbourne from March 22 – 25.

In partnership with social platform, Snapchat, fans can ‘Smile like Dan’ by snapping the code on the limited edition can which unlocks the Daniel Ricciardo Snapchat lens. Fans using the Snapchat lens could win a chance to meet him in person and experience the 2018 Formula 1 Rolex Australian Grand Prix in Melbourne.

Energy drinks are highly impulsive where 1 in 3 shoppers don’t plan on purchasing and 1 in 2 shoppers purchase from a display when there is a promotion.

The limited edition Dan Can’s will be a soft launch available in individual Energy Drink 250ml, Sugarfree 250ml and in a take home Energy Drink 250ml 4 pack. The packs will be priced in line with the 250mL & 250mL 4 pack Red Bull Energy Drink range: 

250mL:

Retail RRP: $2.85 without CDS, $2.99 with CDS

Impulse RRP: $3.59 without CDS, $3.79 with CDS

250mL 4 pack:

Retail RRP: $10.19 without CDS, $10.95 with CDS

Impulse RRP: $11.19 without CDS, $11.95 with CDS

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