Red Bull is putting its foot on the gas in an attempt to inject some energy into sluggish sales growth with a limited-edition pack revamp featuring its sponsored Formula One title challenger Sebastian Vettel.

The new-look multipacks, available from May to July, mark the company's first use of its Formula One sponsorship on packaging. It predicts incremental sales of £1.6m over the three-month period.

Images of Vettel's Red Bull Racing car on an F1 racetrack, as well as his picture and signature, will feature on four-packs, eight-packs and cash & carry price-marked 24-packs for both Red Bull Energy and Red Bull Sugarfree.

Although Red Bull sales grew just 1.3% to £181.5m last year [Nielsen 52w/e 26 December], the company said it expected the revamp to improve shelf standout and entice new consumers to the category.

The move was "especially timely" following Red Bull's triumph at the Malaysian Grand Prix this weekend, when Vettel grabbed first place with Red Bull teammate Mark Webber taking second, said Red Bull trade communications manager Tom Smith.

"It's the first time we've ever changed the pack design in the UK and will bring a host of sales opportunities for retailers across all channels," he added.

"We expect to add incremental value to the category, while exciting consumers by building on the increased awareness and success of Formula One."

Red Bull created Red Bull Racing six years ago and as the owner of two F1 teams is the most-seen brand in the sport with a 14.1% share of TV time [IFM Sports Marketing Surveys].