Unlock jouw lente met Red Bull SPRING Edition

Challenge

Red Bull wanted to create a giveaway campaign that would leave a lasting impression on their influencers with the launch of the new Spring Edition. The challenge for APS Group was to design a physical surprise that embodied the brand and the fresh flavors of Spring Edition. The goal was to create awareness and inspire influencers to try and share the new taste online.

Solution

Through seamless collaboration with production and suppliers, APS Group crafted a reveal where the spring vibes were locked inside the box, waiting to be unlocked ‘Unlock jouw lente’. This concept was chosen for its wow factor, ensuring a dynamic unboxing experience where spring literally burst into the air. The reveal not only surprised but energized influencers, encouraging them to share the experience online, making the Spring Edition a social media sensation. This campaign blended excitement and surprise to generate buzz and drive engagement, making it a standout moment for Red Bull’s Spring Edition. This excitement carried through to the retail floor, making the new flavor instantly recognizable for the younger audience.