red bull
it’s just incredibull
Since 1997, Red Bull has used the tagline, ‘Red Bull gives you wings’. It’s a great tagline, but after almost 30 years, any piece of writing, no matter how great, can get stale. If you’re going to bring a new tagline to a category-leading company with $7 billion of sales in 2025 alone, having a deep understanding of their cultural relevance is of utmost importance. The consistent commentary and online inside joke about the brand is that they, “also sell energy drinks.” With that in mind, we let the imagery of the brand drive the tagline similar to Where Amazing Happens for the NBA. The new tagline, It’s Just Incredibull quickly speaks to the taste of the product and what it does for the ones that drink it & proudly wear it.
ad & copy: andrew flynn
billboard activation & stunt
To implement the new tagline, we do what Red Bull does best and set up a stunt between two billboards featuring a myriad of Red Bull-sponsored athletes à la Nitro Circus stunts. We hand out cans of Red Bull and limited-edition Incredibull merch to commemorate the beginning of a brand-new era. After the stunt’s over, we keep the billboards up for an additional 6 months with a mannequin on a bike suspended via wire in between the boards to continue grabbing new eyes on the tagline.
wildposting & posters
In addition to the billboard activation, we’ll put out wildpostings as well as sell posters to highlight the Red Bull athletes that our drink fuels, as well as create a new generation of Red Bull fans, as posters in a child’s bedroom have always been a visual representation of aspirational goals and fandom.
social posts
Red Bull has over 1,000 sponsored athletes on staff, each with their own unique incredibull story to share. Through templated vertical social videos, we can continue introducing the tagline through new and existing Red Bull athletes while continuing to prioritize the brand’s imagery and storytelling.
in the air
Like we emphasized in the beginning, selling energy drinks is almost a subsidiary to being the world's #1 sponsor for extreme sports, breaking records, and doing things that no other human would ever begin to think is possible. So this is just what the new tagline looks like... in the air. Ya know. Where it’s gonna be most of the time.
incredibull athletes
The branding of those that live a little differently than the rest - not available for sale
merch
Getting to wear Red Bull as a sponsored athlete is one badge of honor that, if we’re being honest, only a few courageous humans ever get the pleasure of doing. That being said, every brand in the world worth talking about has merch. I mean even Lockheed Martin has merch now... The old, ‘is the logo still cool if it’s on a shirt’ test was taken and we’re glad to announce that the average skater, biker, boulderer, surfer, or any athlete with something a little off in their brain would rock these tees for sure.