Ketchup

Relentless Energy Drink are the headline sponsor of the Kerrang Relentless Energy Drink Tour 2008, which takes in around 13 UK cities until 8th Feb.

For me the brand fit is pretty spot on, with the ‘No Half Measures’ ethos of the brand certainly applying to a lot of Kerrang readers.

But it all seems like a very, very basic badging exercise - I couldn’t find anything about the brand (content, competitions etc) on the Kerrang website, which strikes me as blindingly obvious.  I can’t even see a link to the Relentless website, or even any banner ads. 

I’m not sure what activity is going on at the venues, but the venues don’t lend themselves to anything more than foyer activity and some sampling outside.  I’d also be surprised if Relentless was even available across the bars in any of the venues; I’d expect Red Bull to have exclusive presence there, or the very cheap imitations - certainly not the 500ml cans of Relentless.

So as a brand awareness exercise amongst the target audience, yeah its okay, but I suspect they’ve paid more than it is actually worth, which is a shame as there are much better opportunities out there - from both brand and volume perspectives.