Red Bull GmbH – Special Edition


Spot on! In March 2012 a remarkable extension of the Red Bull product portfolio took place. The market leader in the field of energy drinks rolled out the red carpet for its stars and presented three new drinks with new flavours: the Red Bull Special Editions!

“The Red Edition” comes with a cranberry-based flavour, “The Blue Edition” with a blueberry flavour and “The Silver Edition” with a lime flavour. The independently designed cans, in Red Bull's well-known colours red, blue and silver, are reflecting the character of the individual ingredient fruits while giving wings to all three tastes.

From a PR-perspective, the products were launched in the scope of a top-secret project, codenamed “coloured rumors”. This was done in cooperation with the successful German actor, Matthias Schweighöfer, at the set of the cinema film, “Der Schlussmacher”, which ultimately attracted a lot of attention and created a commotion within the scope of a successful April Fool's hoax.


  •  Press support for the new-product launch in the lifestyle sector
  •  Creation of press contents in cooperation with the VIP network 
  • Organisation and implementation of press contents