Wildfire has launched a limited-run energy drink aimed squarely at the B2B communications sector, using the stunt to highlight what it says is a worrying lack of originality in UK PR campaigns.
The drink, branded B2Bold, forms part of the agency’s ongoing effort to push B2B marketers towards braver creative work ahead of 2026. It comes in four flavours — Think.Bold Original, Pitch Perfect Peach, Thought Leadership Lemon and Cranberry’s Creative Crush — each positioned as a tongue-in-cheek fix for campaigns that blur into one another.
The idea wasn’t plucked out of thin air. Wildfire’s new research, based on responses from 150 UK B2B comms professionals, shows many teams are talking up creativity while sticking to the same playbook. While 78% say fresh ideas are vital for cut-through, 80% admit they rely on tried-and-tested tactics. Three quarters also say their campaigns look “basically the same” as their competitors’.
Wildfire has spent the past few years poking fun at the sector’s creative rut, previously producing a B2B-themed ASMR video and even a bedtime story for PR teams. The agency says the new drink is simply the latest nudge.
Ben Smith, Wildfire’s Strategy Director, said the industry has grown too comfortable with safe work.
“The campaigns that stick are the ones people remember,” he said. “That takes intention and a willingness to approach briefs with genuine imagination. B2Bold is a reminder that standout work doesn’t come from playing it safe.”
The drink will be sent to selected clients and prospects as part of a limited promotion linked to the agency’s Think.Bold process, which blends strategic planning, AI tools and creative development.