Beginning in January 2020, Red Bull rebranded their sugar-free line, adding the new product, Red Bull ZERO. As part of the rebranding efforts, digital agency IMARC reached out to Taylor Box to collaborate on a special influencer kit. Taylor Box jumped at the opportunity to be a part of this innovative, and multi-purpose project.
Prompted by the theme of “Zero Excuses,” IMARC designed the influencer kit to launch around New Year 2020. While introducing the new Red Bull ZERO, each kit also served as a New Year’s experience. On the inside lid of each box are instructions for its recipient to write down excuses holding them back from accomplishing their New Year’s resolutions. The recipient writes down their excuses on a card embedded with wildflower seeds and then plants them directly in the mailer box. The mailer box transforms into a seed starter container with the help of accompanying soil discs. In addition to promoting “Zero Excuses” the 100% reusable, recyclable and/or compostable kits create “Zero Waste.”
E-Flute corrugated cardboard from Unicorr makes up the exterior hinge-lid mailer box. An infographic, hot stamped on the inside of the mailer box lid, greets each recipient with instructions for their New Years resolution experience. Newman provided the Black Chip Board for the interior influencer box and lid with subtle black-on-black Red Bull logos hot stamped on the outside.
The inside of the influencer box reveals a sheet of red seed paper with a smaller welcome note. Two diagonal box inserts nestle underneath the seed paper, wrapped in Rainbow 70 by Ecological Fibers. Each insert recesses to hold a can of Red Bull Zero and a can of Red Bull Sugarfree. The inserts separate to reveal four dried soil discs which, when rehydrated, transform into soil for the wildflower seeds.
It’s not every day that a marketing seeding kit contains, well… actual seeds! Every piece of this influencer kit can be reused, recycled, or composted making it 100% sustainable. Taylor Box takes sustainable packaging seriously and loves working with designers, brands, and organizations who feel the same way.
