In the fall of 2014, Red Bull approached us to help create memorable seeding kits to help drive excitement before the official launch of the New Editions - Orange & Wild Cherry.
- Create 1 Opinion Leader Kit that would be sent to select Red Bull influencers all around the U.S.
- Create an internal kit to be distributed to Red Bull employees that included an element of "sharing"
The overall aesthetic was designed to play off the theme of "light art" that Red Bull introduced for the New Editions. Referencing their Key Visual, we created light art that wrapped around the kits, popping out against the mid-night blue background.
We further supplemented the Opinion Leader kits by adding Spot UV on several strands of light art while embossing the logo and main "gives you wings" tagline. Using a soft touch laminate and magnetic closure only added to the elegance of the kit, ensuring a good first impression in order to excite influencers.
For the internal kits, Red Bull really wanted to have a tangible "sharing" aspect to them, so we designed a 4-pack that could be pulled apart for sharing the new flavors with friend. This was also accompanied by messaging on the sides of each 2 pack stating, "Two For Me - Two For You". We also included a folded guide to the New Editions for employees, giving them all the information they needed to successfully answer any questions while promoting the new products.
Influencers and social media had a field day.