Campaign concept:

“Your passport to vacation vibes"

#BringingTheBeachToYouInEverySip

Your passport to vacation vibes is a vibrant and immersive campaign that celebrates the essence of vacation through refreshing canned cocktails. With a focus on engaging Gen Z consumers and building brand awareness among Creators, the campaign aims to bring the spirit of relaxation and joy to digital platforms and real-life social events.

The campaign seeks to resonate with audiences aged 25-45, connecting them to memorable moments under the sun.

Key Elements:

Digital content series:

Collaborate with popular Gen Z Creators (mostly on TikTok) to feature the cocktails in their content, emphasising the fun and carefree lifestyle associated with vacation vibes.

Incorporate user-generated content (UGC) alongside advertising and IRL events.

Interactive brand activation:

Create interactive pop-up experience

Sample station - offering the signature cocktails, participate in mixology workshops and branded photo booths

Implement gamification elements such as contests and challenges to encourage participation and social sharing.

Out-of-home advertising:

Billboards and digital screens in high-traffic areas frequented by the target audience, featuring eye-catching visuals of people enjoying vacation cocktails.

Incorporate QR codes on the advertisements, directing people to exclusive online content and promotions..

Campaign outcome:

Through the "Your passport to vacation vibes" campaign, the aim would be to foster a strong connection with both Gen Z and millennial consumers and Creators. To position the brand as a must-have option for Summer. By seamlessly integrating digital content creation, real-life brand activations as well as out-of-home advertising, the campaign seeks to generate buzz, drive engagement and ultimately elevate brand awareness among diverse audiences within the target age range.