Britvic bought Red Devil last summer after shelving attempts to launch its own energy drink because of overcrowding in the market and the runaway success of its market-leading rival.
Red Devil also competes against V, Shark and Coca Cola-owned Burn for market share.
"Energy drinks deliver high margins for retailers and licensees and the whole sub-category is very much in growth," Britvic's adult drinks controller Katie Rawll said. "Britvic's support will drive Red Devil into the number two energy slot and increase profits for our customers."
The summer campaign is Britvic's first major advertising drive for the brand. It targets 16- to 24-year olds through sponsorship of events such as Glastonbury, Mardi Gras in Brighton and Radio 1's One Big Sunday, and advertising to support it.
Print ads will run in consumer magazines such as Heat, FHM and Loaded, backed by outdoor, digital and radio ads, and sampling. The ads run with the tagline "Beware his influence".
The campaign follows consumer research by the company into the attitudes of adults to energy drinks.
Britvic category controller Andrew Marsden said: "Stimulant drinks are an important part of adult drinkers' repertoires and a vital component of our Right Choice soft drinks management programme converting growth potential into profit. Britvic is committed to driving the success of Red Devil with a fully integrated campaign."
A number of agencies worked on the activity including integrated agency Hicklin Slade, design agency JKR. Media was booked by MindShare and the promotional agency is Poulter Partners.
Red Devil ran a controversial 拢1m ad campaign featuring Vinnie Jones in 2000 through Equinox Communications. One ad, showing a bird crashing into a window, was the most complained about ad that year, chalking up 390 complaints from the public.
Red Bull has enjoyed runaway success in the energy drinks market and has become popular as a mixer with Vodka. Britvic is reported to want Red Devil to encourage older drinkers to opt for Vodka Red Devils rather than Vodka Red Bulls.
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