Red Bull Generations: 50th Anniversary Celebratory Campaign

1. Objective

​

To celebrate 50 years of Red Bull since the first can was released in 1987, and to attract new potential leads to the Red Bull brand.​

​

2. Target Audience

​

This campaign is aimed at young people, primarily between the ages of 18 and 34, who are active, energetic, and love adventure. This includes students, gamers, athletes, and creative individuals who want to stay sharp and pumped up. Red Bull is more than just a drink—it’s a brand that supports sports, music, and bold lifestyles, encouraging people to push their limits and achieve more.

​

3. Strategy & Concept

​

To celebrate 50 years of Red Bull’s growth by launching a commemorative anniversary campaign. This will include designing an exclusive, limited-edition can, featuring the iconic cartoon-style advertisement, and hosting an 18+ music festival with the added excitement of an extreme bicycle track for thrill-seekers and cycling enthusiasts. All of these events will be recorded and streamed live.

​

4. Execution

​

An official Red Bull advertisement will be released across all our social media platforms to raise awareness about Red Bull's 50th anniversary, the celebratory event, and the launch of the new exclusive Red Bull can.

The advertisement will have two versions:

​

• One showcasing the design of the exclusive can and promoting the event.

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​​​

​​

• Another featuring the iconic cartoon style, representing generations of Red Bull's history over the past 50 years.

​

 

To view the scene description and script for the cartoon style campaign, please click below:

​

​

​​​​​​​​​​​​​​

​

A limited number of the special edition cans will be released in stores across the Cape Town metropolitan area. Some of these cans will feature a unique hidden barcode that grants free entry to the anniversary event. This will drive consumers to purchase the limited-edition cans in hopes of winning free access. However, if an individual under the age of 18 obtains a can with a winning barcode, they will be required to transfer the free entry to someone of their choice who meets the age requirement.

​

​

To match the ad style on Red Bull's official website, the event will be displayed as follows under 'Events':

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​​