The Freeze & Shake Revolution Has Begun
Diageo came to us to launch a new product line, Freeze & Shake Frozen Cocktails (paired with the Smirnoff, Myers and Godiva brands) – a previously underserved category that left consumers scooping mixes from a bucket and creating messes with their blenders. Freeze & Shake resolves the need for ready-to-serve frozen drinks, making the process easy, fun and mess-free. Our mission was to demonstrate the product benefit; every time anyone shakes, it unlocks smiles, giggles, excited energy unlike any other alcoholic beverage. The challenge was to establish this new category and behavior quickly and efficiently, and show that great frozen drinks don’t require the hassle of blending.
This spring Freeze & Shake launched in its first test market in Tampa Bay, Florida. But rather than just shoot some spots and advertise to get the word out, we enticed Tampa locals to be part of the launch by showing off their shaking skills on camera. We put the word out prior to the event, urging locals to come join the fun. These ‘Freeze & Shake Stars’ became part of the campaign during a one day launch party held in Tampa. We shot locals showing off their shaking skills during the event and later posted the footage on the Freeze & Shake website.
The stars were encouraged to share their shoots via Facebook and the web at large. The effort was also supported by TV, radio, print and OOH advertising – as well as strong in-store sampling and POS executions. As a final touch, more locals will be selected to host Freeze & Shake parties, further spreading awareness and engagement with the line.
