Red Bull Australia is celebrating Formula 1 success story Daniel Ricciardo through a limited-edition line of packaging.

An image of Ricciardo will feature on Australian-sold Red Bull cans from mid-January 2018, just ahead of the Australian Grand Prix which will be held in March 2018.

To help promote the limited-edition cans, Red Bull has partnered with social media platform Snap Chat to release a Daniel Ricciardo themed lens. Fans that use the lens can win the opportunity to meet Ricciardo at the 2018 Australian Grand Prix.

Red Bull research has found energy drinks are “highly impulsive” with one in three shoppers not actually planning to purchase the beverage. One in two shoppers purchase energy drinks after seeing a promotional display.

“This activation provides a fantastic platform to add value to the consumer through offering an exclusive experience,” Red Bull said.

Daniel Ricciardo is an Australian Formula 1 driver who won the British Formula 3 Championships in 2009.

The limited-edition ‘Dan Can’s’ will be available in individual 250ml classic Red Bull and sugar-free versions with recommended prices starting from AUD $2.85. Dan Can’s are also available in 250ml 4 parks with recommended retail prices starting at AUD $10.19.

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