Pre-Feral, in-house work by Alex Serrano at Red Bull México.
Red Bull México sold two flavors: the original and the sugar-free version. Red Bull Editions was the first expansion beyond that: cherry, blueberry, and lime. The job was to build awareness fast enough to move product at convenience stores and bars.
It landed at an awkward moment. Energy drinks were under public pressure, with negative campaigns circulating about the category. Even so, people were curious about the new flavors. That curiosity was the opening.
For the blue edition, that meant one simple move: nick-naming it Blue Demon, a Lucha Libre icon everyone in Mexico already recognizes. It wasn’t a stretch. It was already there, waiting to be used. That single reference outperformed anything a more “on-brand” line could have said, in sentiment and in shares.
People shared the images and responded well. The cultural reference did the work: the launch became part of a broader shift in how people talked about Red Bull, right when the category needed exactly that kind of goodwill.