Red Bull

Multi-pack activation
Sponsorship of various extreme sports and games, forms the cornerstone of Red Bull’s marketing strategy - therefore the brand needed to strengthen the link with its Red Bull Air Race series, ideally through its popular multi-pack format.

Clever folds, no glue
To start the 2014 UK competition, we worked with Red Bull to create a limited edition multi-pack design, that would allow consumers to construct their own ‘Air Race’ model directly from that multi-pack. Our work resulted in a format that utilised the pack graphics and could be assembled without glue - simply fitting together with cuts and folds.

Flying success
The design was printed, and the in-house created assembly instructions were placed on the rear-side of the multi-pack. After an initial - and successful - UK launch, the format has been rolled out into international markets.

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