As Formula 1 descends on Miami for one of the season’s most flamboyant races, the Visa Cash App RB (VCARB) team made sure they wouldn’t just blend into the high-speed backdrop. Their limited-edition Miami livery—unveiled with the same flare as South Beach nightlife—was paired with a lifestyle-focused campaign: the global launch of Red Bull’s new Summer Edition White Peach.
It wasn’t just another brand activation. It was a bold statement: F1 is evolving, and so is its audience.
A Livery That Speaks “Miami”
VCARB’s one-off design drew visual cues from the city’s pastel streets, Art Deco signage, and blazing sunsets. The result: a swirling gradient of sunset orange and deep violet, finished with icy white accents—perfectly mirroring a chilled can of Red Bull’s new White Peach.
Design lead [insert name or title if available] explained that the goal was to “bring the city’s energy onto the car.” And they succeeded—on track and off, the VCARB car stood out even among Miami’s most outrageous superyachts and outfits.
Red Bull White Peach: Not Just a Drink
As part of the campaign, Red Bull created an immersive trackside experience. VIPs and influencers were treated to limited tastings, while fans engaged in an interactive setup that merged technology and refreshment—complete with photo ops, giveaways, and Red Bull-branded scooters zipping around the paddock.
Unlike typical sponsor activations, this one felt tailor-made for F1’s lifestyle transformation. Instead of product placement, it was brand storytelling—and VCARB was the vessel.
Gen Z, Style, and the Formula 1 Evolution
This is no accident. Red Bull and VCARB are capitalising on a key cultural shift in F1: the sport’s increasing appeal to young, style-driven audiences. With Netflix’s Drive to Survive, partnerships like Prada x Ferrari, and record social engagement from F1 teams, branding is no longer secondary—it’s the show.
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VCARB’s campaign embraced that. The fashion-meets-function livery, the flavour branding, the pop-culture optics—everything was meticulously designed to click on Instagram and resonate with the TikTok crowd. And it did.
A Competitive Edge or PR Sizzle?
While the Miami GP is a crucial stop on the F1 calendar, it also provides teams with an opportunity to showcase their brand. VCARB’s on-track performance may not be the biggest headline, but its cultural footprint has just grown dramatically.
For sponsors like Red Bull, this is priceless. For VCARB, it’s proof they understand the new Formula 1.
Final Thoughts
VCARB’s Miami Summer Edition White Peach Launch campaign wasn’t just a “paint job”—it was a case study in modern motorsport branding. With the Red Bull White Peach launch, they’ve blurred the lines between energy, entertainment, and engineering.
Miami saw horsepower. VCARB brought flavour.
