- Client
- Red Bull
- Category
- Energy Drink
- Year
- 2024-2025
- Market
- Argentina
El desafío
ALWAYS-ON REINVENTION
Every Red Bull Edition demands a bespoke concept to make it pop, driving net-new consumer acquisition while incentivizing brand loyalists to grab an extra can just to try it. With every drop, we have to unlock that unique hook and stickiness. The core mandate: engineer urgency to drive rapid trial and mass adoption for every single release. And, true to form, deliver outsized impact on a lean budget.
TURNING THE UNKNOWN INTO CURRENCY
For each edition, we carve out a distinct conceptual territory that anchors every touchpoint: premium seeding kits for Friends of Red Bull and KOLs, liquid-to-lips trial at both sponsored and owned events, heavy-hitting POS collateral, and a robust 360 media blitz. For Dragon Fruit (launched as the Summer Edition), we leaned hard into its disruptive edge: almost no one in Argentina knew what the fruit actually was. We flipped that unfamiliarity into pure FOMO ("what’s coming?") via digital teasers scaled through street-level guerrilla tactics (wild postings and paste-ups in Palermo, instantly flipped into social content) to build massive hype pre-reveal. The execution was so flawless it became a global best practice, smashed sales forecasts, and earned the flavor a permanent SKU spot in the Argentine market.
Results
