In the summer of 2015, Red Bull introduced their latest flavour to the family of high-energy content drinks: Red Bull Summer Edition.
As the name suggests, the mother brand has strategically targeted rollout during the summer months around the globe, and thus the something to be conscious of when tackling the brief.
While at Publicis Machine, we were to introduce the flavour to the South African market in a simple, effective way.
We decided to collaborate with the Red Bull Studios team to produce an exclusive #WingsOfSummer soundtrack, discoverable (and downloadable/streamable) through the Red Bull Website when shared on their social networks.
When partnered with the portable, "weather-friendly", mobile phone speaker, we abled Red Bull lovers to take the summer vibes along with them wherever they went – even our loved, sandy beaches.