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The situation
Over the course of 2021 and 2022, Red Bull teamed up with Imarc to promote four new flavors within their influencer community with custom kits.
The challenge
Imarc was tasked with designing, creating, packaging, and shipping branded kits for each Red Bull flavor. The kits needed to excite influencers so that they might share their experience with the product via social media.
The solution
Given the variety of flavors, Imarc was able to come up with extremely different ideas for each product.
Kayleigh Phillips, Sr. Manager, Social Opinion Leaders at RedBullThe team at Imarc has been a pleasure to work with and we look forward to our future projects together. They creatively and thoughtfully approach fresh ways to experience Red Bull's new editions in kits like this. The team was flexible and collaborative and delivered beautiful kits with premium execution.
For the 2021-22 Winter Edition flavor, pomegranate release, two versions were produced. The standard kits focused primarily on the branding of the new pomegranate flavor with custom design and copy. The premium kits featured two Winter Edition cans and when the kit was opened, the top of the kit lifted off, and a 360º grand reveal showed the two cans at the “top of the mountain.”
With the sugar-free line, specifically Red Bull ZERO we dug into Red Bull’s commitment to sustainability. To do that we chose the theme of New Year’s resolutions and “zero excuses” and paired it with a focus on “zero waste.” To bring the point home, we made sure that even the custom boxes, which were manufactured by Taylor Box Company were plantable!
The limited summer flavor, Beach Breeze kits were created with abstract designs and bright colors to capture the excitement of summertime. Each package included a rechargeable fan and a can of the new flavor, along with branded messaging to inspire the recipient to have a great summer.
For the Red Bull Summer Edition Strawberry Apricot, Imarc made a beach towel-shaped capsule of summer where the cans appeared to be floating in a swimming pool, and palm leaves were featured throughout the design.
The results
Imarc and Red Bull’s work to create unique, visually compelling kits amazed influencers.
Kits that generated 🔥 TikTok & Instagram engagements
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Summer Edition Beach Breeze kits
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Winter Edition Pomegranate kits (357 standard and 153 premium)
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Summer Edition Strawberry Apricot kits
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Red Bull Zero kits
Sam Wasserman, Former HQ Manager of Brand Communications at Red BullThe team here is in love with the summer kits. We’ve received more compliments on the design than any kit before. All is attributed to your team and the amazing pattern you came up with.
The future
As repeat Red Bull collaborators and with our most recent being such a hit, we can’t wait until they release a new flavor for us to help share with the world.