AluBottle Launch
A Design That Goes Viral
Red Bull
At the beginning of 2017, Red Bull was quietly making plans to introduce a new product – AluBottle – to Hong Kong. When it comes to advertising, Red Bull does not follow convention. This time, it set its mind on a sweeping victory on social media, and behind the scenes, our creative team was working round-the-clock (with the aid of Red Bull, of course) to engineer a package that would woo the media and KOLs.
sector
food and beverage
work
creative direction / art direction / packaging design / video production and editing / social media creative
Red Bull
AluBottle Launch
A Design That Goes Viral
At the beginning of 2017, Red Bull was quietly making plans to introduce a new product – AluBottle – to Hong Kong. When it comes to advertising, Red Bull does not follow convention. This time, it set its mind on a sweeping victory on social media, and behind the scenes, our creative team was working round-the-clock (with the aid of Red Bull, of course) to engineer a package that would woo the media and KOLs.
sector
food and beverage
work
creative direction / art direction / packaging design / video production and editing / social media creative
CONCEPT.
There’s nothing that piques curiosity quite like receiving a parcel when you’re not expecting one. As Red Bull had to deliver the new product to the target audience by mail, our creative team wanted to leverage the element of surprise during the unwrapping. On the outside, an ordinary-looking carton box conceals the brilliant surprise that lay inside, creating a striking contrast that makes sharing on social media an irresistible temptation.
DESIGN.
Red Bull’s aluminium cans are well known as an element of the brand. The Alubottle is a break from this tradition, so to tie together the established and the new, we leveraged vacuum packaging highlighting the shape of the AluBottle. After opening the carton, recipients had to remove a layer of aluminium foil to finally reveal the shapely bottle, giving a nice nod to the brand’s signature material.
The special design aside, the package came with a stack of cards for the familiar game “Spin the Bottle“ that incorporates idiosyncratically Hong Kong elements. The aim was to not merely come up with a design but to create a designated brand experience that would be remembered.
VIDEO.
Further emboldening the maverick brand image and the Hong Kong connection, our creative team captured the AluBottle in motion against the backdrop of the intimate cityscape and shared the video across the brand’s social media platforms.
CONCEPT.
There’s nothing that piques curiosity quite like receiving a parcel when you’re not expecting one. As Red Bull had to deliver the new product to the target audience by mail, our creative team wanted to leverage the element of surprise during the unwrapping. On the outside, an ordinary-looking carton box conceals the brilliant surprise that lay inside, creating a striking contrast that makes sharing on social media an irresistible temptation.
DESIGN.
Red Bull’s aluminium cans are well known as an element of the brand. The Alubottle is a break from this tradition, so to tie together the established and the new, we leveraged vacuum packaging highlighting the shape of the AluBottle. After opening the carton, recipients had to remove a layer of aluminium foil to finally reveal the shapely bottle, giving a nice nod to the brand’s signature material.
The special design aside, the package came with a stack of cards for the familiar game “Spin the Bottle“ that incorporates idiosyncratically Hong Kong elements. The aim was to not merely come up with a design but to create a designated brand experience that would be remembered.
VIDEO.
Further emboldening the maverick brand image and the Hong Kong connection, our creative team captured the AluBottle in motion against the backdrop of the intimate cityscape and shared the video across the brand’s social media platforms.
