In collaboration with Live Nation and festival partners like Bonnaroo and Lollapalooza, Red Bull launched its canned energy drinks in bright and energetic packaging that comes to life under UV light.
The limited-edition Red Bull cans are packaged in sets of four and integrate blacklight technology, as well as a design that shows off the highly coveted wristbands of each of the five participating festivals. Appealing to the young, social media savvy festival-goer, the cans invite drinkers to scan a Snapcode on Snapchat to "unlock more."
The cans are exclusively available through the festivals, as well as bars and restaurants closely surrounding the events. However, Red Bull has also made non-UV versions of its special-edition festival cans available in packs of nine, which may be purchased through various retail outlets across the nation.
UV-Activated Energy Drink Cans
Red Bull Launched Canned Energy Drinks for Festival Season
Trend Themes
1. Uv-activated Packaging - Opportunity for other beverage companies to incorporate UV-activated packaging for a unique and interactive consumer experience.
2. Snapcode Marketing - Snapcode integration opens up new possibilities for brands to engage with consumers through interactive digital experiences.
3. Limited-edition Collaborations - Collaborating with festivals and event partners provides an opportunity for brands to create exclusive and collectible products that generate buzz and appeal to targeted audiences.
Industry Implications
1. Beverage Industry - Beverage companies can explore UV-activated packaging as a way to differentiate their products and attract new customers.
2. Digital Marketing Industry - Brands can leverage Snapcode marketing to engage with consumers in a fun and interactive way, driving brand awareness and customer engagement.
3. Event and Festival Industry - Collaborating with brands on limited-edition products provides festivals and event organizers with additional revenue streams and exclusive merchandise options for attendees.