Carabao, South-East Asia’s fastest growing energy drink, has selected W to lead its UK communications as it gears up to launch an eight-figure UK marketing campaign and two new three-year partnerships with Chelsea FC and Reading FC.

W’s wide-ranging brief will see the agency deliver a high-impact PR campaign that brings to life the brand’s inclusive ethos, via consumer communications and sport sponsorship, trade and corporate PR – aiming to challenge the dominance of other brands in the UK energy drink market, by expanding the category to encompass a wider range of consumer lifestyles and interests.