Red Bull Cola: ‘Branch & Root’
by Andrew Ashbolt
With a need to communicate the natural, non-energy attributes of Red Bull Cola, while embodying the creativity and surprise of the brand's personality, Amplify developed the proposition of ‘Red Bull Cola: Back to the Roots'.
Delivered at the Big Chill and Camp Bestival festivals, a fictitious Inn - The Branch and Root - was created and hidden away from the mainstream, providing the perfect setting for an interactive, theatrical and humorous experience rooted in nature.
In the evenings a varied DJ line-up and our resident 9-piece strong resident ‘forest band', Riot Jazz, transformed The Branch and Root into a must-visit destination.
Over 700 consumers enjoyed the intentionally intimate experience, with a further 7,000 Red Bull Colas sampled to the public. An amplification campaign also supported the events to ensure as broad a reach as possible, with a total OTS of over 1.5 million generated, including a 'shout-out' on Jo Whiley's Radio 1 show.
