Mango Communications Melbourne, supported by DDB Melbourne, has launched new work for Vodka Cruiser to promote the Vodka Cruiser Cola.
The bewitching, occult-themed campaign invites audiences to ‘Embrace Your Dark Side’ and ‘Hex Your Hex’ at hexyourex.com.au – an alias which redirects to the Vodka Cruiser website.
The social-first integrated campaign has been supported by an earned media effort, a partnership with Tinder, a launch party featuring witches, contortionists, and tarot readers, as well as influencer partnerships including The Bachelor runner-up Bella Varelis and Love Island star Cassidy McGill, both of whom had an item from their reality TV exes hexed at the launch party by real witch Angela Dix.
Speaking to Mediaweek, general manager of Melbourne, Alex Lefley, and DDB Melbourne’s head of copy, James Cowie, discussed the interplay between earned and creative to deliver greater “fame moments” for brands.
According to Lefley, the campaign intended to introduce “a new, darker side” to Vodka Cruiser brand.
“We kicked off with research, which found that WitchTok had amassed more than 6.2 million videos on TikTok and 50 billion views, and that Gen Zs were also almost twice as likely to hold onto items from past lovers,” he said.
“This was the springboard for creative team Annie [Sullivan] and Josh [Brown] to the creative platform.
“Throughout the entire campaign, we worked hand-in-hand with the creative team from start to finish, from the audience insights, through to the social asset development, media and influencer event and partnerships — we worked as one.”
Cowie agreed. “The results are testament to the success of this collaborative approach,” he said.
“The campaign clearly resonated with our audience, because there was overwhelming demand, with all hexes and accompanying four-packs claimed within 24 hours of the giveaway’s launch. All the right eyeballs were on it.”
The campaign’s launch included a giveaway of hexes via an online portal along with four-packs of the new Vodka Cruiser Cola flavours, which was boosted on socials, Tinder, and online.
He believes “the willingness to embrace and push for bold creative work” is a must.
“To resonate with consumers and drive an emotional reaction, we need to constantly be evolving the work and pushing for insight-led campaigns that deliver real results.”
Lefley added that the secret to building successful partnerships between departments “falls into a handful of key areas.”
“Mutual respect for the skill needed in each craft, understanding of the nuances of earned media, and most importantly a shared passion to fight for good work,” is what’s needed, he said.
“We’re incredibly lucky we have clients who are prepared to take a leap with us but knowing that we’re all fighting for the best possible work with the client goes a long way.”
Mango recently teamed up with athletic brand New Balance and wellness platform Kic to launch a second campaign partnership – a run club for young women and non-binary folks across the country to learn how to run with confidence, forming part of Kic’s eight-week challenge (KICRUN).
Last week, DDB Sydney and Westpac Group joined forces to release a second musical number for State of Origin Game One. The pair first teamed up last year for a commercial starring a singing banker and referee bonding over both professions being maligned. This iteration saw the banker return to the field to sing about how much more can be done with “one single dollar.”
The latest string of work follows the Group’s June announcement that it had promoted Melbourne MD, Mike Napolitano, to the newly-created role of Melbourne Group CEO.
“Having spent so much of my career at DDB Melbourne, I am incredibly proud of Mike and the whole team for what they have achieved in the last few years,” DDB Group AUNZ CEO Andrew Little said of Napolitano’s elevation.
See also:
DDB and Westpac launch another musical State of Origin ad
DDB promotes Mike Napolitano to Melbourne Group CEO
Credits:
Agency: Mango Communications/DDB Group Australia
Client: CUB/Vodka Cruiser
Creatives: James Cowie, Josh Brown and Annie Sullivan
Head of production: Sonia McLaverty
Production company: The Producers
Director: Amber Mealing
Sound production: Sam Hopgood, Bang Bang Studios
VO: Madeleine Vizard