A new year and a new flavor! Red Bull approached us to make influencer kits for the new Orange Edition to help generate buzz and excitement around the launch. Our initial ideas centered around creating a box that had an overall minimal aesthetic, but when held, felt luxurious. We juxtaposed materials, using a soft, elegant Senzo for the outer wrap and a high gloss lay flat film for the tray - creating a soft / sharp feel not only in texture but with the coordination of colors to add a pop of excitement as well.
Red Bull sent the influencer kits to media, athletes and opinion leaders. Everyone receiving the special package from Red Bull was encouraged to share their experience via social media. Athlete, Lolo Jones, decided to make a short commercial after opening the new flavor as others posted pictures and hashtags.
The Dieline featured an article about the project. Read more HERE