Red Bull continues to energize Cambodia, launches ‘Red Bull High Vitamins’

Red Bull Cambodia surprised everyone with a trifecta of powerful news: a new look, a new campaign, and a new brand ambassador.

In Cambodia, Red Bull is known as the gold stubby can that gives you extra energy, but this week, the energy drink giant unveiled ‘Red Bull High Vitamins’ — a new generation of Red Bull in a new slim can. It was launched through a powerful campaign dubbed “I’mPOWERED”, along with the reveal of the newest brand ambassador.

The “I’mPOWERED” movement is a campaign that aims to inspire and elevate Cambodians, especially the young generation. It empowers them to trust their inner energy, believe in themselves, and make their mark in society. The launch was held at Aeon Mall Meanchey, attracting on-ground customers and an online audience who joined and watched it through Facebook Live.

During the event, Mr. Andras Donauer, TCP Group International Business Director and Red Bull Brand Owner said: “This is a very important day for us: for the Red Bull Brand, the TCP Group, and Hero King. Cambodia is a key market, and we are proud to launch the new red Bull High Vitamins here. We want to connect with the next generation of Cambodians, and we thought that giving our brand a makeover is the best way to do that. The Red Bull that Cambodians love has finally taken a new shape,”

The new ‘Red Bull High Vitamins’ is a 250 mL serving, packed with a premium formula of nourishing vitamins, such as B3, B6, and B12 to help boost physical power and stimulate a courageous spirit.

“The new can comes in cool and slimmer packaging, and the new formula with high vitamins makes it perfect for the energetic lifestyles of modern Cambodians. The kingdom is moving into a new era, and so is Red Bull Cambodia. It’s now available at retailers across the country, so I hope everyone can try it out,” Mr. Donauer added.

TCP Group, Red Bull’s manufacturer and distributor in the region, also takes this as a big step forward in introducing a more diverse product portfolio in the country. This launch plays a huge role in fulfilling their corporate purpose: “Energizing a Better World for All”. It’s a step forward to the group’s vision of energizing Cambodians, both in mind and body, as they pursue their life goals and create bigger impacts in society. With the goal to be known as the “House of Great Brands”, this is a big, brave, and bold move to hit the ground running.

The new face of the brand was also revealed in this special event: Sovath Monivann, a pop star who is making his mark in the world. He has been known to be a rising star in Cambodia, but now, he is ready to inspire everyone with Red Bull. Since he was young, he hasn’t been able to escape fame and music, but today, he is taking advantage of his popularity to empower Cambodian youth to transform and be the best version of themselves.

“With my lifestyle and career, I always need energy. It is my honor to be the face of Red Bull, a cool and international brand that people love. They’re all about empowering people to trust themselves to live the life they want, and I am happy to be collaborating with them from this day forward. I love the way it tastes, and the new packaging fits my style so perfectly. I’m excited to be a part of Red Bull, and I can’t wait to share this journey with all of you,” Sovath Monnivan said.

Red Bull was very proud to introduce their newest brand ambassador: “We’re happy to welcome Monivann to the Red Bull family. He has the energy and inspiration that empowers the youths of Cambodia to step forward and shine. Together with Red Bull, Monivann will be introducing new brand experiences to Cambodian consumers. We want to be Cambodia’s top energy drink, and we believe that this partnership can take us there,” Mr. Donauer said.

An example of those new brand experiences is Red Bull’s partnership with Pleng, a music-streaming platform by Smart. This collaboration gives music lovers a unique, exclusive, and dedicated listening and watching experience, with an additional chance to win great prizes.

“Expanding our relationship with a top mobile network is the next logical step in strengthening our global reach. It’s part of the overall evolution of Red Bull, and we couldn’t be more excited to work with Pleng,” Mr.Donauer elaborated on the Pleng collaboration.

 

Pleng is the country’s most downloaded music streaming app with more than 750,000 monthly active users. It gives listeners access to over 2 million local and international songs. The app connects original Khmer artists with an ever-growing fanbase, allowing for a deeper appreciation of local music and talent.

With this partnership also comes the release of a branded podcast and playlist. People can now listen to the “I’mPOWERED Playlist”, a curated list of songs to hype them up and lift their spirits, whether they’re simply finishing tasks or breaking boundaries. The “I’mPOWERED Sessions by Red Bull”, on the other hand, is the first-ever live motivational podcast in Cambodia. It’s a platform where the hosts and guests from all walks of life talk about what empowers them and what fuels their energy. It’s a series of four (4) episodes that opens a conversation about trusting one’s inner power. Everyone can follow the Red Bull Cambodia Facebook page to get updates about the podcast. Listeners can also participate on digital through the campaign hashtags: #ImPOWERED #RedBullCambodia #TrustYourEnergy.

Established and located in Thailand, TCP Group is comprised of various companies in the beverage and food industry. They are the founder and owner of the leading energy drink brand, Red Bull, and others such as Ready, Som Plus, Sponsor, Mansome, Mansome Vitamin Water, Hi!, Puriku, Sun Snack, and Warrior.

 

With a three-year plan from 2022 to 2024, the TCP Group aims to further drive the organization into one that grows sustainably in business and creates a positive impact on society and the environment locally and globally.

Hero King Ltd., a subsidiary of the Ly Yung Phat Group (LYP), has had a distributorship with the TCP Group for over 20 years. Hero King is currently an authorized distributor of Red Bull in Cambodia.