HEADLINE
To reach out to younger audience, Red Bull Vietnam launched a new line of energy drink with trendy flavor, cold brew coffee flavor. With the main message "Red Bull Coffee Cold Brew Flavor gives you the energy to uplift your mood", the launching campaign of this product used the visual of young people gliding after drinking Red Bull Cold Brew Coffee Flavor (RBCB). This was the metaphor for the energy boost in both your metal and physical strength, and with this energy you could effortlessly overcome (gliding with no resistance) any challenge throughout the day.
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KEY VISUALS
The product was introduced in 2 phrases: Teasing and Launching, and each phrase had its own visuals.
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TEASING PHRASE
In the teasing phrase, we introduced Red Bull having a new flavor (the very first time after 30 years in Vietnam) through the concept The best fusion from both worlds (energy drink and coffee). The result of this collision was the new drink, Red Bull with cold brew coffee flavor.
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LAUNCHING PHRASE
In this phrase, RBCB went along the concept of uplifting your mood so you effortlessly overcome any challenge, with the visual of a young guy gliding on the liquid stream.
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TVC - Office version
To target the first jobbers who struggle to get by the boring daily job to live their interesting life after work.
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TVC - University version
To target the students who try to finish studying as soon as possible to live their lives to the fullest.
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CREDITS
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Client: TCP Vietnam
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Agency: Ogilvy Vietnam
Creative Team: BJ Galinato, Binh Ngo, Minh Ngo
Client Solution Team: Tra My, Khoa Phan, Hoang Nguyen
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Photography Production House: 229
Photographer: Jeremy
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Film Production House: Laughing Buddha
Director: Karim Ansel
