Hex Your Ex
Vodka Cruiser
Vodka Cruiser, a brand known for bright colours and sweet drinks, launched two new dark cola flavoured drinks. So, we empowered their audience to embrace their dark side, too — calling for jaded lovers to send in the things their exes left behind to have them hexed by a real-ass witch.
We launched with a live hexing, with famously wronged lovers. Bella Varelis from The Bachelor brought the very rose from the show.
Then we invited the public to send in their own keepsakes and choose which hex they wanted to curse their ex with.
A one-eyed pug, soiled underwear and cursed jewellery were amongst the 400+ items hexed for a sweet taste of the dark side.
The campaign sold out after 24 hours, reaching 84M+ globally and generating $10M in earned media with a 100% positive brand sentiment.
