Seltzer Launch

Amplify + Smirnoff Seltzer invite under 30s to summon their Can Do Spirit at the end of a summer like no other...

Challenge

Launch Smirnoff Seltzer and create buzz around a new category of drinks to an audience of balance seekers.

Insight

Summer 2020 was a summer nobody was expecting. Regulations loosening gave birth to a rise in impromptu summer hangouts, with young people going above and beyond to connect with friends and to so in a way that was memorable, special and respectful of the government guidelines.

Strategy

Harness the positive and celebrate those finding the “can” in moments of “can’t” through an array of different summer hangouts that would resonate with our audience. Speak to the spirit of the moment, born out of the Covid-19 crisis without allowing it to feel time-stamped by the pandemic.

Solution

The Can Do Spirit Challenge

We created an entertainment-first content series where we challenged famous faces to embrace the Can Do Spirit and to pull together a hangout for friends in under 60 minutes. We pulled together a diverse roster of talent spanning entertainment, health and wellbeing and food to ensure the product showed up in a variety of different occasions and to different audiences.

We were keen to elevate these partnerships from pureplay product placement to a genuine collaboration that generated watchable content that our talent’s following would enjoy. So we put entertainment at heart, weaving in brand and product messaging in a way that felt natural to each talent’s particular skills, personality and tone of voice.

Our hero films were supported with engaging behind the scenes content, further speaking to what audiences love about each person and speaking more directly to the product features and flavours, with an opportunity to sample through a swipe-up mechanic. To amplify this further we managed media gifting, helping our product land key coverage across sought out lifestyle titles such as Refinery 29 and Cosmopolitan.