Soul Origin has joined forces with Red Bull to launch “Charge It Like Chappo”, a high-energy new campaign celebrating the arrival of three refreshing blended iced beverages featuring a full 250ml can of Red Bull in every drink.
Launching from 17 September across all 176 Soul Origin stores in Australia and New Zealand, the limited-time range combines real fruit purees, ice and the unmistakable boost of Red Bull, creating the ultimate pick-me-up for customers looking to power through their day.
Leading the campaign is NRLW and Australian Rugby League superstar Jaime Chapman, who officially joins the Soul Squad alongside NRL premiership winner Jarome Luai, and Matildas defender Ellie Carpenter and more to come.
Inspired by Chapman’s electrifying speed, energy and fearless approach both on and off the field, the “Charge It Like Chappo” campaign encourages customers to attack every day with confidence, energy and flavour.
Introducing the New Red Bull Blended Range
Mango Charge
Ripe mango puree, ice-blended with a full 250ml can of Red Bull. Smooth, sweet and packed with tropical flavour, Mango Charge delivers the boost customers need to conquer the afternoon slump.
Blueberry Boost
Cool, creamy blueberry puree meets the unmistakable buzz of Red Bull, blended smooth with ice. Bold flavour, vibrant colour and serious lift make Blueberry Boost the perfect companion for life on the move.
Berry Burst – Secret Menu Exclusive
A frosty swirl of mixed berry puree and a full 250ml can of Red Bull, blended over ice. Tart, refreshing and packed with flavour, Berry Burst will be available exclusively online through Soul Origin’s Secret Menu.
Charge It Like Chappo
As one of Australia’s most exciting rugby league talents, Jaime Chapman embodies the energy and determination behind the campaign, making her the perfect ambassador to headline the launch.
“My schedule is always full, whether it’s training, travelling, playing or spending time with friends and family, so having something that’s refreshing and helps keep me going throughout the day is important,” said Chapman.
“The new Red Bull blended drinks are packed with flavour and perfect when you need a little lift. They’re refreshing, convenient and exactly the kind of drink I’d grab when I’m on the go.”
Chapman said the campaign message reflects her attitude both on and off the field.
“For me, ‘Charge It Like Chappo’ is about giving your all, backing yourself and bringing energy to everything you do. Whether you’re heading to training, work, uni or just tackling a busy day, these drinks are a fun way to keep moving forward.”
A Partnership Built on Energy
The launch further strengthens Soul Origin’s growing iced drinks category, which has become a customer favourite across Australia and New Zealand. From the smooth and refreshing Iced Matcha range to barista-crafted Iced Lattes and flavour-packed Fruit Blends, Soul Origin continues to expand its beverage offering with products designed to suit different tastes and occasions.
The addition of the new Red Bull blended range introduces an exciting energy-focused option to the menu, while also representing another step in Soul Origin’s strategy to innovate within beverages, explore new price points and collaborate with leading brands.
“For us, it started with getting the flavours right. We wanted the fruit and Red Bull to complement each other rather than compete, and after plenty of testing we landed on three combinations that are bold, refreshing and genuinely taste great,” said Sam Taylor, National Coffee Manager at Soul Origin.
“But there’s also a bigger strategy behind the launch. We’re testing a new $10 premium blended beverage price point and a completely different beverage occasion for Soul Origin, while collaborating with a globally recognised brand in Red Bull. It’s a great opportunity for us to learn how customers respond and continue evolving our beverage offer beyond traditional coffee.”
“We’re thrilled to partner with Red Bull to launch this exciting new beverage range and to welcome Jaime Chapman to the Soul Squad,” said Petra Orrenius, Chief Marketing Officer at Soul Origin.
“Our iced drinks category continues to go from strength to strength, with customers already loving favourites like our Iced Matcha, Iced Lattes and Fruit Blends. The addition of these Red Bull-infused beverages gives customers an entirely new way to enjoy Soul Origin, combining refreshing fruit flavours with a full 250ml can of Red Bull in every drink.”
“Jaime perfectly embodies the spirit of the campaign. Her energy, determination and positivity inspired the idea behind ‘Charge It Like Chappo’, and we’re excited to bring that message to life alongside fellow Soul Squad members Chris Lynn, Jarome Luai and Ellie Carpenter. Together, we’re encouraging Australians and New Zealanders to charge through their day with confidence, flavour and energy.”
Available from 17 September
From 17 September, Mango Charge and Blueberry Boost will be available in-store across all 176 Soul Origin stores in Australia and New Zealand for a limited time only.
Customers looking for something a little more exclusive can discover Berry Burst online through Soul Origin’s Secret Menu, giving customers another reason to engage with the brand beyond the in-store menu.
All three drinks feature a full 250ml can of Red Bull and are priced at $10*.
Customers can also become a Soul Origin Loyalty Member, with new members able to sign up in minutes and receive their first coffee free.
*Price may vary across some stores.
