Context
For years we have built a strong connection between Red Bull & Driving. Drive is a super important usage occasion for us – as this is not only done often, it’s also something people do often throughout their entire lives.
However, we haven’t focused a lot on the Drive occasion lately and we see usage is running back in this moment and competition is coming in strongly. Competition for energy drinks is growing in Gas stations. Due to price, consumers stop less often at gas stations but buy more and more at the supermarket.

So, we want to get back in people’s mindset while driving in a BOLD & IMPACTFUL way.

Insight
Main reason for consumption: Focus 28%, concentrate 18% and refill energy 15%. This focus is needed to for both long and short trips, as the main cause for accidents is due to overconfidence & stress (short trip) and tiredness & highway hypnosis (long trips). Additionally drivers are multitasking and can’t afford any extra distractions.

Therefore the brain and it’s mental state are the real engine behind those trips.

Solution
In order to have it’s full capacity, the brain needs some stimulance and be free from distractions. Therefore we are creating a device that helps them focus in two ways.
1. Drinking Red Bull, enjoying the full benefit of the caffeine, taurine & vitamine B6.
2. Creating full attention on the road by removing the possibility of checking their phone. Creating a state of full focus on the trip and the people that are with them on this trip.

Therefor I came up with The Focus Flip. Which won me 2nd place in the pitch, and an interest from Red Bull to execute the idea.