Brief:

Further build the Mix Up RTD, launch new SKUs to consumers and cut through the busy RTD sector.

Strategy: 

Cost effective multichannel campaign focused on clear message delivery around taste; quality; price; award wins; usage and brand link to lifestyle plus user generated content so it could be flexed across all platforms.

The campaign leveraged seven times world best bartender to develop brand-owned serves and hacks and lead a content creation campaign which encouraged shoppers to turn up the volume with Mix Up.

Tactics:

Narrative development

Events

News and product placement

Influencer engagement

Brand partnerships

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Results:

• 64 pieces of coverage
• 80+ million online reach
• 18 pieces of far-reaching influencer content