Bangkok--Jul 19-- Ogilvy Public Relations Worldwide FOR 'RED BULL EXTRA' & 'SPONSOR'; AIMS TO TAP TEENS The Red Bull Beverages Co., Ltd., the manufacturer and distributor of 'Red Bull' energy drink and 'Sponsor' sports drink, has allotted over Bt100 million for advertising and public relations in the second half of 2001 for its 2 major brands: Red Bull Extra and Sponsor. Out of the Bt100 million, 60% will be used to elevate Red Bull Extra's brand image as a trendy energy drink for teens and white-collar consumers through the adoption of an "Entertainment Marketing" strategy. The remaining 40% will be used to create public awareness for the launch of the 'Sponsor' drink in the new 180cc can, as well as to reinforce its positioning as the brand that supports sports and exercise. The new positioning of both brands will be promoted through television commercials (TVC), supported by print ads and various marketing activities. Mr. Sanit Wangwicha, Marketing Manager of Red Bull Beverages Co., Ltd., revealed that in the last half of 2001, the company will become aggressive in creating a new image and positioning for 'Red Bull Extra' and 'Sponsor' in the Thai market. The move results from the growth potential of Thailand's energy and sports drink markets, plus a marketing opportunity that opens wider for high-quality, Thai-made products with the help of the government's "Buy Thai" policy. "For 'Red Bull Extra', the launch of its new TVC is expected to jumpstart strong awareness among target consumers - mainly teens -- on its new image as an energy drink that helps create fun and refreshing feelings. For 'Sponsor', its new TVC will emphasize its 'positioning' more as a brand that promotes healthy living through exercise and sports, rather than just as a 'sports drink' for those dehydrated from exercise. In addition, it helps create public awareness towards the launch of Sponsor's new packaging size. We believe that both TVCs will effectively pose positive impact on the attitudes of consumers towards the products, and tap new target groups -- teens and white-collar consumers," added Mr. Wangwicha. Under the Bt63 million budget for 'Red Bull Extra', a new TVC and cinema ad will be launched featuring Red Bull Extra as an essential factor that enables new-generation teens to enjoy the music, which is part of their lives, even more. In addition, there will be supporting radio spots, print ads, and billboards, which emphasize the idea that boring or stressful incidents can be more refreshing if Red Bull Extra is at hand. As for 'Sponsor' which is allocated a budget of around Bt40 million, a new TVC will be launched, supported by print ads in leading sports- and lifestyle-related newspapers and magazines. Its new TVC aims to encourage target groups and the general public to exercise. Its 3-piece print ad campaign shows uniqueness and features interesting creative ideas, already proven to be a hit at the 2001 Cannes International Advertising Festival by winning 2 Bronze Lions from both the single and series print ad categories. "We believe our move helps boost sales of Red Bull and Sponsor by 15% and 20%, respectively. The sales growth will lead to the increase of the company's total revenues this year by 7%, up from last year's recorded Bt3.6 billion in sales. This will, of course, enable our company to maintain its leadership in both markets with even higher market shares. In addition, the move is expected to contribute to the expansion of Thailand's energy and sports drink markets," concluded Mr. Wangwicha. The Red Bull Beverages Co., Ltd. has been operating in Thailand by Thais for over 30 years. The company initially manufactured 'Krating Daeng' energy drink for distribution within the country, and later, in 1987, marketed it abroad under the 'Red Bull' brand. The drink has gained high popularity and acceptance among foreign consumers in Asia, Europe and the US. In 1985, the company launched 'Sponsor' into the country's sports drink market, and has become the market leader since then. Recently, the new formula of 'Krating Daeng' energy drink in a modern-shaped can was introduced into the Thai market under the 'Red Bull Extra' brand, with an aim to expand its customer base to tap teens. Issued on behalf of : The Red Bull Beverage Co., Ltd. For further information : Adcharaporn Wongwaracharti Ogilvy Public Relations Worldwide Ltd. Tel. 02 632 8300-7 End.-AN-