Red Bull - China Launch

When Red Bull launched in China in 2014, my agency Jellymon, was named agency of record for the China market. The first project we worked on was a piece of launch communication, announcing to the media and influencers that Red Bull had arrived on the scene. We needed to achieve a few things: We needed to let the country know that Red Bull was a global brand with a long and illustrious history and get them excited about the launch party in Shanghai. The launch party was so popular that it was shut down by the police (isn’t that always a good sign) and more importantly – in the following years – Red Bull became China’s number one energy drink.