PR Influencer kit ‘Lente in je bol’

Challenge

This spring, Red Bull dropped a new limited edition flavour: Red Bull Cherry Sakura. To win over Gen Z, the brand partnered with 50 social media influencers. Our task was to design a giveaway kit that would turn product sampling into a memorable moment, one powerful enough to be shared organically and spark viral attention for the launch.

Solution

We transformed product sampling into a seasonal experience by bringing cherry blossom season into influencers’ homes and having a wow unboxing experience. Inspired by the taste of cherry and sakura, we built the packaging around a single hero element: a cherry tree. The oversized box immediately stood out. When opened, a blooming cherry tree unfolded from inside, creating an instant spring moment. To enhance the experience, we added a subtle sakura scent and a small surprise, a cherry blossom branch as a keepsake. The unexpected unboxing triggered instant sharing across social media, generating buzz around the new flavour.