CHALLENGE
+Red Performance Drink had some serious swagger: a fashion-icon founder, cutting-edge nutrition, and a can that belonged on a mood board. But the hurdles? Oh, they were real.
Energy drinks were getting a “not-so-good-for-you” rep, their social following was faker than a spray tan, and their retail marketing budget? Let’s just say it was running on fumes.
+Red needed a commercial strategy that mapped to its brand ambitions. The design of their materials started out great, but it didn't extend to their communications, retail presence, and definitely their social, digital, and overall brand strategy.
WHAT WE DID
Ready, Brand, Go.
Silicon Drive gripped this brand like suspenders on low-rider jeans. We raided stock image vaults, remixed visuals like mad scientists, and owned the color red like it was trademarked. “Good-for-you” energy took some explaining, but the imagery hooked audiences first, leading to a story worth following. A BMW dealership collab turned up the heat, drawing in Pepsi execs—oh, and Ceelo Green, too.
It just made sense.
From a fashion icon to the pulse of LA’s fitness-forward culture, we knew our brand had to be more than just stylish—it had to feel inevitable. By seamlessly aligning with our existing brand promises and embodying the design sensibilities LA embraces without hesitation, we made sure our presence wasn’t just noticed—it was embraced.
The strategy? Precision messaging, striking design, and a social/digital playbook that didn’t just launch but landed.
The result? Instant buy-in from top-tier influencers and a message that resonated far beyond just another energy drink—it became a movement.
Getting it out there (go be social, baby)
We crafted high-design, easily remixable content—cinematic workout shots, lifestyle b-roll, and brand story soundbites—making it effortless for top-tier wellness influencers to share authentically. By seeding the brand with tastemakers before the public launch and integrating into high-energy fitness spaces, we sparked organic buzz. Strategic brand collabs and storytelling-driven posts ensured we weren’t just another product but a movement, blending seamlessly into the feeds of those shaping culture.
RESULTS
+Red Elixir, the first of a planned series of performance beverages launched into distribution in California and into the industry in Atlanta, 6 months later. Pepsi saw king Ceelo in his throne behind a live-art painting of the brand new BMW M2, and they couldn't resist.
+Red Elixir was history.
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