Red Bull — Sam Jacobs

Red Bull - China Launch

Nihao nice to meet you

With a fake Red Bull already on the market - same logo, similar extreme sports advertising - Red Bull had a problem.

But we knew authentic Red Bull had a few key advantages: It was carbonated, so it worked better as a mixer. It was the original - its connection with sport was authentic. Most importantly, it was imported from Europe - that meant it was food-safe.

For our launch pack, we used the insight that a FedEx package meant high valued goods sent from abroad.

We highlighted the brands’ milestones in a zine.

And its famous events and athletes in a series of postcards