The energy drinks maker scooped an amazing double in Abu Dhabi last weekend when its Red Bull racing team celebrated its first constructor's title while Vettel took the chequered flag to become the youngest ever F1 champion.
The new design will go on Red Bull's larger 473ml can, the newest and fastest-growing SKU in Red Bull's portfolio, said trade communications manager Tom Smith. "The Formula One win has already had a massive effect on Red Bull and we would expect to translate that into extra sales and build the category."
Red Bull's consistency and ultimate success this season has proved a big boost to sales, Smith claimed. Nielsen figures in The Grocer's last Top Products Survey (19 December 2009) showed sales of the drink famous for its 'Red Bull Gives You Wings' ad slogan had stalled, growing by just 0.1% last year to £178.2m, compared with double-digit growth in each of the preceding years.
Smith said the latest figures from Nielsen showed the brand was back in growth, with annual sales to 2 October up by 7%.
"Red Bull has done everything right by sticking to a clear sponsorship strategy of sports closely associated to the brand promise," said brand expert Tom Ellis of agency 1hq. "Plenty of other brands could learn from this."