Red Bull: Worst Kept Secret
by Beth Wallach
As a brand leader in energy drinks, Red Bull was keen to pack a punch with the launch of their new miniature offering - The Red Bull Energy Shot, which contains all the rocket-fuel of a full-size can crammed into a tiny 60ml bottle.
Amplify was approached to create a launch experience for 400 key journalists and Red Bull staff, developing the theme of the ‘worst kept secret', as rumours about the new product's launch had been spreading like wildfire in the media.
This theme was then evolved into the concept of a spy-themed, spoof expose of the product, including self-destructing digital invites, mad scientists and secret agents.
Feedback from the event was overwhelming, from client, staff and journalists alike, with Red Bull describing it as "the best launch they had ever held".
Check out the video above for the full story...
