W launches Carabao energy drink in the UK

South-East Asian energy drink brand Carabao has selected W to lead its UK comms, as it gears up to launch a multi-million-pound UK marketing campaign and three-year partnerships with Chelsea FC and Reading FC.


Pictured left to right: Chelsea FC players Diego Costa, John Terry, Eden Hazard and Willian

W has been briefed to deliver a PR campaign, bringing to life the brand’s “inclusive ethos” through consumer comms and sport sponsorship, as well as trade and corporate PR.

The agency aims to challenge the dominance of other brands in the UK energy drink market by expanding the category to encompass a wider range of consumer lifestyles and interests.

Working alongside Carabao’s in-house team, W will support the brand’s football sponsorships of Chelsea FC and Reading FC.

The multi-million pound Chelsea deal, which begins this summer ahead of the 2016-17 Premier League campaign, sees Carabao become a principal commercial sponsor of the club, as well as official training-wear partner, for the next three seasons.

W won the account following a four-way pitch.

John Luck, chief marketing officer of Intercarabao, said: “We have huge ambitions for the UK, and believe the potential for energy drinks in this market is not being fulfilled by the current providers. Carabao has a far more universal appeal than other brands, and W’s role will be critical in helping us to shape that story. We have been hugely impressed by the agency’s energy, commitment, and vision – which were apparent throughout the pitch process.”

W CEO Warren Johnson added: “Carabao is a massive success story in Asia, so to have been chosen as a partner for its international expansion and entry into the UK market is a truly exciting moment for us. We look forward to working closely with the in-house team to help grow Carabao’s presence exponentially in the coming months.”

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