Carabao Energy Drink
During his agency days, Stuart was the senior creative leading the UK launch of Carabao Energy Drink, helping the hugely successful Southeast Asian brand make its entrance into a highly competitive UK market. The challenge was to bring energy, excitement and cultural relevance without simply emulating established competitors such as Red Bull and Monster.
With football central to Carabao's UK strategy, Stuart helped evolve the existing "Fighting Spirit" proposition into "Winning Spirit" - retaining the energy of the original while making it more appropriate for UK football culture. He developed a high-energy launch experience around Reading Football Club, combining giant Carabao cans and pyrotechnics with bucket drummers, roaming brass bands, tasting stations and interactive stadium graphics using the brand's iconic horns. Social content, interviews and digital experiences extended the campaign beyond matchday and helped introduce the brand to a new UK audience. Stuart led the creative, produced artwork and was hands-on with the project management and live activation. Carabao has since become a major presence in UK football, including its long-running association with the EFL Cup - making its UK launch a particularly proud part of Stuart's creative career.
