Redbull has been taking strides to reduce their carbon footprint. All cans are 100% recyclable: once they’ve been collected and reached the recycling facilities, not the tiniest bit of aluminum is lost. They can be melted down and reused an infinite number of times with absolutely no loss in quality. Using reclaimed aluminum comprises a 95% saving in energy compared to using new aluminum. Today, Red Bull cans weigh significantly less than some years ago. The constant decrease in weight also makes a difference: the less aluminum goes into cans in the first place, the smaller the carbon footprint.

To support communication between the brand its users, a micro site was developed purely focusing on the story of Redbull’s mission. Hand drawn illustrations related to Redbulls target and stayed on brand, while halftone graphics were introduced to create a clear distinction between preexisting branded collateral. Posters and billboards were also developed to further support the message.

The landing page distinguishes itself from other brand collateral and emphasizes Redbulls commitment to producing better cans and ways to reduce their overall carbon footprint. They continue to make strides to this day, and while people are taking notice, thats the last reason they’re doing it.