Red Bull, an energy drink often associated with dynamism and ardour, introduced its ‘Start Right, Charge Ahead’ campaign and announced a corresponding consumer contest, with cash prizes of up to RM250,000 for grabs. Through the campaign, Red Bull hopes to redefine the consumption method of its history-rich energy drink; at the same time, empower consumers to realise their full potential for any task they undertake. Jate Samathivathanachai, Director of Strategy at Allexcel Trading Sdn. Bhd. said: “When Red Bull began in Thailand in 1975, the brand’s motivation was to create a beverage for those who worked long hours to help revitalise their bodies and mind. Over the years, we’ve continued to drive Red Bull as the energy drink of choice for those who need a burst of energy for both work and play. With 2018 dawning, we wanted to elucidate that while Red Bull can be/is consumed for energy replenishment, consumption can also and should occur pre-activity. What better way to c