Red Bull Zero Excuses

Red Bull wanted to promote the rebranding of its successful sugar-free line, specifically Red Bull ZERO, by making an impactful impression on targeted influencers. Imarc was challenged with designing, creating, packaging, and shipping influencer kits to promote the rebrand. The kit needed to align with Red Bull’s commitment to sustainability and excite influencers so that they might share their experience with the product via social media.

Imarc hosted a company-wide brainstorm to ideate on how to bring the concept of “zero” into a marketing campaign. Since the launch of the rebranded product would be taking place at the beginning of the new year, we chose to focus on the theme of new year’s resolutions and “zero excuses”. To incorporate sustainability, we also included a focus on “zero waste”. Imarc teamed up with Taylor Box Company, a local manufacturer, to create completely custom boxes for these kits.

Using our theme of “zero excuses” and “zero waste”, we explored a few different ideas for the kit with the Red Bull team. We landed on the idea of making this more than just an unboxing, but rather a multi-level experience.

The box has a sleek design and reveals two Red Bull cans when opened. Underneath the cans are soil pucks and seed paper along with directions on how to use the kit. The person is meant to think of their new year’s resolution and write down all the excuses that are holding them back on the seed paper. The seed paper then gets planted in the box using the soil pucks. The Red Bull ZERO will give them the energy needed to fulfill their resolution, while the seed paper grows into wildflowers that showcase their commitment to themselves.

It was essential that the messaging and design be very positive, motivating, and memorable. We wanted this box to stand apart from the many kits that influencers receive so that this would truly catch their eyes.

Red Bull has long been committed to sustainability, and this project needed to reflect that. It was important for all contents to be recyclable or reusable.

The team at Taylor Box Company worked to develop a fully sustainable packaging solution. The exterior box is intended to be the container for the soil and seeds to grow. Once the flowers are ready to be planted in the ground, the entire compostable box can be placed in the ground. The Red Bull cans, once emptied, can be recycled through normal aluminum recycling methods. The base and lid can be kept as a keepsake piece to hold a variety of items or be recycled. Additionally, everything that we sourced for the kits, including the seed paper and soil pucks, were made in the US.

The structural design and durability of the mailer and its inserts kept the products securely in place while remaining undamaged throughout transit.

These kits travelled across the country to influencers in Miami, Chicago, Los Angeles, and many other cities. The Imarc team followed along on Instagram to track all social media posts featuring the kits.