SAY NO TO FENTANYL

November 2016

SITUATION

Although Fentanyl is a very dangerous drug, many young people do not understand how dangerous it is.

So serious accidents will often occur.

GOAL

By bringing in discussions involving media, we achieve the following perception change.

Fentanyl is a particularly dangerous drugcompared to other drugs.

Fentanyl is a drug that we can easily get high by using it.

How to communicate

Fentanyl is up to 50 to 100 times more toxic than morphine and 30 to 50 times more potent than heroin.

If such poisonous fentanyl is in a familiar food and drink, how does the media respond?

IDEA

NEW ENERGY DRINK“RED BULL FENTANYL HIGH”

INGREDIENTS（ 280mL）Caffein 80mgArginine 200mgFentanyl 0.2mg

RED BULL announces that they will sell new energy drink “RED BULL FENTANYL HIGH” one month later.

RED BULL also announces the implementation of large-scale samplingon the release day at the Central park in NY .

RED BULL release new energy drink “RED BULL FENTANYL HIGH”

INGREDIENTS 280mL

Caffein 80mgArginine 200mgFentanyl 0.2mg

PRESS RELEASE AD

RED BULLFENTANYL HIGH

RED BULLFENTANYL HIGH

NEW DRINK “RED BULL FENTANYL HIGH” INGREDIENTS 280mL

Caffein 80mgArginine 200mgFentanyl 0.2mg

INGREDIENTS 280mL

Caffein 80mgArginine 200mgFentanyl 0.2mg

RED BULL also publishes a short movie informing of the ingredients of the new drink and reaction of the drinker.

New enrgy drink “RED BULL FENTANYL HIGH“

INGREDIENTS 280mL

Caffein 80mgArginine 200mgFentanyl 0.2mg

Fentanyl 0.2mg

Media continues to object to this dangerous drink one after another.Daily coverage spreads the risk of Fentanyl among people rapidly.

INGREDIENTS 280mL

Caffein 80mgArginine 200mgFentanyl 0.2mg

DANGEROUS DRINK WILL DEBUT!?RED BULL release new drink“RED BULL FENTANYL HIGH”

On the day of release, at the sampling event RED BULL announces that it has canceled the release of “RED BULL FENTANYL HIGH”

and it was a campaign to appeal to the risk of Fentanyl.

STOP ABUSING,SAY NO TO FENTANYL