A new limited-edition can has been unveiled for Red Bull, created in collaboration with band Gorillaz and their illustrator and co-founder Jamie Hewlett.
The 250ml cans will be available in Red Bull Original and Sugarfree from mid June for a limited time and are exclusive to the UK and Ireland.
It features new artwork of the “virtual” band members 2D, Murdoc, Noodle and Russell Hobbs and coincides with their return to the stage and the launch of their new album, Humanz.
Jamie said: “It’s always an interesting process to see how Gorillaz can live in different contexts and mediums. The Red Bull can is pretty iconic so it was fun to bring the characters’ personalities into the mix to create something original.”
A marketing campaign around the special edition is expected to reach 10 million consumers through Twitter, Facebook and Instagram. It will debut at the Gorillaz-headlined one-day festival Demon Dayz at Margate’s Dreamland amusement park tomorrow (June 10).
To win festival tickets and rewards including exclusive Jamie Hewlett artwork, social media fans can become a member of the Demon Squad by tweeting #RedBullxGorillaz. Red Bull TV will also be broadcasting live from Dreamland in Margate as well as sharing backstage coverage and top highlights after the event.
Alex Dullard, head of on-premise marketing, said: “We are excited to be working with such an iconic artist to produce our new limited-edition cans.
“Following the success of the limited-edition Disclosure cans in 2015, we are delighted to once again be offering our customers a product that specifically targets a really valuable on-premise consumer.
“The new cans provide a fantastic opportunity for licensees to drive both engagement and sales in outlet.”
In addition to the can artwork, Jamie Hewlett has also created new eye-catching point-of-sale materials and other sales tools to support the launch in outlet – a first for the brand to work with a famous artist on POS.