WHEN RED BULL WAS LOOKING FOR UNIQUE WAYS TO REACH A SPECIFIC TARGET AUDIENCE TO INTRODUCE THEIR NEW RED BULL YELLOW. RED BULL YELLOW IS DESIGNED TO GO BEYOND TO GO BEYOND THE TRADITIONAL RED BULL & VODKA COMBINATION AND INTO MANY MORE MIXED DRINKS INCLUDING RUM, TEQUILA AND WHISKEY. SO WHAT WAS DELIVERED WAS A GRASSROOTS CAMPAIGN THAT WAS TARGETED TOWARDS THE BAR SCENE. THAT MEANS BAR HOPPERS AND BAR TENDERS ALIKE.
What better way to introduce something by simply saying "hello." In this grassroots campaign, we targeted several major cities, partnered with local bar-owners and bartenders and created "underground" parties with exclusive Hello, Yellow invites. We also partnered with local businesses that our demographic frequented, like skate shops and tattoo parlors, to do temporary store-front takeovers to create some buzz on a genuinely local approach.