Lemonade Launch
Zeffer
Campaign Impressions
25
,000,000+Instagram Growth
4
,300We initially started working with Zeffer on a campaign to generate buzz on their newly launched Hazy Alcoholic Lemonade. The outcome exceeded expectations, generating an exceptional 25+ million impressions throughout the summer period.
As the campaign wrapped up, we were re-engaged to give Zeffer's digital brand communications a full refresh. We worked on a strategy that implemented a tone of voice, and a visual direction for Zeffer which has created a growing audience for the brand.
Services
- Digital Marketing
- Social Media Strategy
- Campaign Creative
- Photography
- Event Production
Behind the campaign:
Our strategy revolved around utilising key insights obtained from comprehensive market research on RTDs in both the New Zealand and global markets. The research highlighted flavour as a key driver influencing consumer purchasing decisions, indicating a shift towards a preference for bold flavours over low-calorie options.
Fortunately, flavour was something Zeffer had in abundance across its range of premium spirit, real fruit, full flavour Alchoholic Lemonades. The tagline “Life in Full Flavour” perfectly encapsulated Zeffer’s offerings and the brand’s essence.
This tagline was strategically paired with vibrant block colours, compelling pack shots, and captivating imagery featuring a ‘lemon grin’ organically shot on iPhone, effectively conveying this mood across various placements in a multi-channel Summer campaign.
The extensive reach of this campaign was achieved through diverse touchpoints, including Organic and Paid Social, OOH Advertising, Events, and Retail, solidifying Zeffer Lemonade's presence in the market.
After wrapping the campaign, we began an overhaul of the brands digital presence. We set a warm and quietly confident tone with a focus on craftmanship and good times. Through diverse content we've achieved a new look and feel for social media, and have nearly reached our target growth on Instagram of 15k followers for 2024.
