Vodka Cruiser, a brand known for bright colours and fun-in-the-sun, launched two new dark cola flavoured drinks. So we encouraged our audience to embrace their dark side by getting revenge on their exes. Scorned lovers could offer up their exes’ old stuff to be hexed by real life witch Ms Angela Dix. And in return for serving up their exes some ice-cold karma, they received a free four pack of the new Vodka Cruiser Colas. The campaign saw overwhelming demand, with all hexes and four packs sold out within 24 hours of the giveaway’s launch on socials, Tinder, and online.

Over 400 exes’ items were hexed — from hoodies and undies to jewellery, perfume and even a pug — with the campaign earning 84M+ global reach, $10M in earned media and 100% positive brand sentiment.

3x Campaign Brief, The Work In Book.