Red Bull Summer Edition 2022
Influencer Kit Design
The Project
Red Bull approached Imarc to create packaging to share the new Red Bull Summer Edition Strawberry Apricot with their social opinion leaders. We worked collaboratively with their National Social Opinion Leader & Influencer Strategy team and their Sales team to create an unforgettable experience.
As the Art Director and Lead Designer, I was able to ideate on fun and clever concepts for the Summer Edition Strawberry Apricot unboxing experience. Having worked with Red Bull on influencer kits previously, I knew we needed to think outside the box.
We came up with the idea of “unraveling summer” and how the box itself could feel like a rolled up beach towel.
At first glance, the recipient may think they received a rolled up beach towel. As they “unravel summer” two cans of the new Red Bull Summer Edition Strawberry Apricot float within a pool and encourage you to complete the summer bucket list.
Unraveling Summer
We designed a whole suite of goodies to showcase the new summer flavor including, a handwritten greeting card, limited edition sticker, and customizable summer bucket list.
Production
Our team coordinated finding the perfect vendor to bring our idea to life. We connected with Production Resources to build a completely recyclable kit, honoring Red Bull’s pillar for sustainability. Production Resources also sourced the best materials and delivered on fulfillment and shipping to our 500+ Social Opinion Lead contacts.
Red Bull believes in being active so it was important to encourage a summer of exhilarating activities. They dreamed up this list of awesome things to do with a can of Red Bull Summer Edition Strawberry Apricot.
We knew the Social Opinion Leaders enjoy receiving stickers so we included a limited edition can sticker to keep the summer vibes going all year round.
The Outcome
We delivered on time and on budget. This was by far our most talked about and posted about kit experience. With engagement on TikTok, Twitter, and Instagram, our 500+ recipients had one hell of a summer with Red Bull and let the whole world know about it!
Social Opinion Leaders posted on Instagram, Tik Tok, and Twitter with creative videos of how they unraveled the new Red Bull Summer Edition Strawberry Apricot.
Scope
Discovery and Strategy
Creative Ideation
Design
Messaging
Production Coordination
Photography
Credits
Agency: Imarc
Client: Greg Kent, Sr. Manager, Beverage Initiatives and Kayleigh Phillips, Sr. Manager, Social Opinion Leaders
Creative Direction & Design by: Kelly Freitas
Copywriting and Content Strategy by: Kelly Morrison
Project Management lead by: Mia Snedecker & Jeff Ohlson
Box Production by: Production Resources
Social media posts curated by: Red Bull and Imarc
Video produced and designed by: Avery Larochelle