After years of standing by as their competitors introduced dozens of new flavors, category creator Red Bull was finally ready to launch the Red Bull Editions, a line of cranberry, lime and blueberry flavored drinks. Their issue? The products tasted so good consumers didn’t believe they could possibly be as effective. We had to convince them that these delicious new products delivered the same Red Bull “oomph”. And we had to anchor the dramatically different new packaging in their minds, since Red Bull had long ago become synonymous with their blue and silver can.
The energy drink category is rife with lifestyle imagery and the convention of borrowing the thrills and adrenaline from extreme sports and wrapped these “experiences” around their products. With the Editions effort, we set out to let the packaging itself deliver the promise of giving consumers “wings”. Using murmurations, the mesmerizing flight of migrating starlings as inspiration, we created marketing that broke the rules by showing our brilliant new cans in synchronous flight for the entire length of our videos - and without a single skateboarding or snowboarding hipster anywhere to be found.
Online videos promoting the product line delivered an impressive 79% completion rate. And those views produced sales—specifically $150 million in just six months. Moreover, our videos, which were specifically created for online, ended up running in digital outdoor and national broadcast TV, including during the NBA Finals.