Let it glow!

POSTED BY on Aug 20, 2015

Red Bull limited edition Disclosure can

Red Bull has launched the latest in its series of groundbreaking limited edition 250 ml cans. Created in collaboration with music act Disclosure, Hornall Anderson designed this can using the latest printing technology to help Red Bull literally light up nightlife venues up and down the UK.

Aligned with the launch of Disclosure's second album and a global tour—encompassing seven continents and beginning at the Wildlife Festival in Brighton on 7-8 June—this stunning limited edition can celebrates Red Bull’s support for these activations.

Red Bull is the pioneer of adrenalin. This can showcases the brand’s commitment to all things high energy. It’s why the collaboration with Disclosure makes such sense, and why it was so exciting for our UK team to partner with Red Bull on this project.

The design solution from successfully fuses both the Red Bull and Disclosure brands, layering them on top of each other, so that the consumer sees both, but neither dominates the product. It is a true partnership inspired by the thrill of live music.

In a live environment, this packaging really comes to life. On a limited number of cans, a UV coating interacts with venue lighting and the Disclosure face on the can glows. There will be only 10,000 of these cans, and each one will provide an unexpected thrill not only for the music fan who happens to open it, but also for all those in the venue who see it, comment on it, and share the story.

The result: Packaging that enlists an innovative use of technology to add real excitement to the consumers’ experience with Red Bull on a night out.

Christina Arbini is the Public Relations Supervisor at Hornall Anderson. Contact her at c_arbini@hornallanderson.com or follow her on LinkedIn or Twitter @PR_ChristinaA.

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Mar 10, 2016 at 5:22am

I'd love to get one. Do you know someone who can help? You can contact me on Instagram @energypedia


Dec 17, 2015 at 3:34pm