When we were young, we were told, “DO NOT SHAKE THE CAN!”. Shaking the can only leads to mess and disappointment... or does it?
At WiredCo, we like a dash of playful mixed in, and the idea of shaking the can set off an entire campaign.
We launched the new Mr Black Espresso Martini RTD into the world with a cheeky key message: when you shake it up, you wake it up!
For a cohesive message that would ring loud and clear, we created an omni-channel campaign including social media, digital marketing, influencer marketing, catch-up TV and, out-of-home advertising.
Safe to say Australia was shook. The campaign exceeded our goal of selling 100,000 cans over four months. . . we hit 120,000 cans in half that time.