Red Bull Malaysia advocates the importance of energy level awareness
Since the launch of Red Bull Malaysia’s ‘I AM ENERGY’ campaign in March, the brand is kicking things up a notch for this year’s festivities by initiating a Labour Awareness Month.
It aims to honour all Malaysians who have dedicated their lives to the nation’s progress. The campaign also serves as a reminder to everyone to boost, focus and sustain their energy levels throughout the day to stay productive.
In Malaysia, the workforce comprising of physically-demanding jobs forms the backbone that has significantly contributed to the country’s development. A report by the Ministry of Human Resources in 2017 identified that craft and trade workers, as well as technicians and associate professionals make up a total of 21 per cent of the entire workforce . These individuals have built the country’s infrastructure, from iconic landmarks such as the KL Tower and KLCC to high-tech offices and every Malaysian’s home.
Edmund Lee, Head of Commercial, Red Bull Malaysia said:
“As the number one energy drink brand in Malaysia and globally, we would like to take the opportunity to acknowledge the contributions of Malaysia’s workforce. Their fruits of labour stand in our city centres as testaments of their hard work, sacrifice and impact to the nation. And what better way to honour our unsung heroes than by having a Labour Awareness Month?
“In addition to remembering the commitment of this nation’s most driven workers, we also want to create a conscious understanding of how we expend energy on a daily basis, regardless of the nature of our work. We aim for Red Bull’s campaign to serve as a reminder for Malaysians of different creeds, occupations and backgrounds on the importance of energy, so they know what happens behind the scenes when they boost, focus, and sustain their bodies for optimised performance.
“Through ‘I AM ENERGY’, we want to remind Malaysians to stay energised through their daily activities, even if they are professionals who primarily work in an office. In fact, 34.4 per cent of our workforce consists of professionals and they too, need energy to get through the day and perform at their best. Ultimately, we would like to educate Malaysians on the significance of maintaining their energy levels during all occasions,” he concluded.
Red Bull Malaysia also actively partners all year-round with numerous organisations for on-ground events nationwide for Malaysians to experience Red Bull products; at the same time educating Malaysians on the importance of how the ingredients boost, focus and sustain.
As a nod to the contributions of the entire workforce in Malaysia, a custom-made music video made its debut during this campaign. The music video features Malaysians in various professions singing the song Kau Ilhamku by Man Bai.
The video can be seen on Red Bull Malaysia’s social media platforms, Facebook and YouTube.
For more information on Red Bull’s ‘I AM ENERGY’ campaign, visit:
- to view the music video, please visit facebook.com/RedBullMalaysia/ or youtube.com/RedBullMalaysia
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