RED BULL DRIVES THROUGH CZECH AND SLOVAK STORES WITH FORMULA 1

In stores and at gas stations across the Czech Republic and Slovakia, the non-traditional presentation of the Red Bull brand and products with the theme of Formula 1 is now attracting attention. Sophisticated displays combine elements of races and dominants of both countries, such as Charles Bridge or Strbske Pleso. A total of 86 displays will be placed in Czech and Slovak stores until the beginning of August.

“This campaign is the highlight of the year for us. It is connected with the F1 road trip video across the Czech Republic and Slovakia “From castle to castle”, which has just seen the light of day. That’s why we wanted to bring something extra to the in-store, a display where customers would stop and perceive the premium of our brand,” says Petra Diamond, the Head of Trade Marketing CZ / SK at Red Bull Czech Republic.

The goal of our designers was to create an interesting in-store communication connected with Red Bull Racing focused on the Czechoslovak market. These are a total of five variants from four-pallet displays to end caps and refrigerators, which are connected by a strategic line connecting elements of Formula 1 and the dominants of both countries. The project has big demands on logistics: a total of 86 displays will gradually take place from June to August in the stores of the Globus, Albert, Tesco, Kaufland, Coop, and other chains, as well as at selected MOL and Slovnaft gas stations.

We came up with five different concepts, of which Red Bull chose the final one. It uses a diverse range of materials from cardboard through all-plastic displays to assemblies with a wooden body enriched with metal structures representing imitations of the finish gates of race circuits. Everything has been complemented by electric lighting of key visuals, LCDs, and traffic lights. “Given the number of displays and tailor-made variants for specific stores, this is a ground-breaking project for us. During the development, we also created a prototype of a cardboard formula, but in the end, another version was given priority due to the larger capacity for the exhibited products,” describes Jakub Petráš, our Project Manager.

“The first feedback is very positive. Stores and chains contact us and ask for these premium displays to be located in their stores. At the same time, some of them originally did not show any interest in them at all,” adds Petra Diamond from Red Bull Czech Republic.

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