This project reimagined Red Bull’s brand strategy by expanding its relevance from extreme sports into the professional workplace. We developed a campaign concept, “You Can Be Both,” positioning Red Bull as fuel for both career ambition and personal passion. The proposal combined market research, consumer insights, product concepts, and go-to-market strategy—introducing workplace-focused packaging, corporate activations, and targeted promotions designed to integrate Red Bull into everyday professional life without diluting its core identity.