THE BRIEF

Develop a fame-driving idea to launch the new Jack & Coke RTD in New Zealand.

THE WAY IN

Heaps of whiskey brands make RTD’s mixed with cola – Jim Beam, Wild Turkey, Woodstock, even we did.
Until recently. But now that we’ve partnered with the official Coca-Cola, we don’t need our generic cola anymore……

THE IDEA

Seeing as we had a ‘truck load of cola’ left over, we gifted it to one of our competitors to be used in their RTD’s to spread the word that we’ve moved to Coke.

We dropped off a tanker of generic cola to our competitors offices, with a personalised note and ribbon, and waited for the press to pick up the story. Then, we used the tanker as a pop-up billboard to spread the news of our new partnership to NZ residents. We also ran social ads on Facebook Marketplace, eBay, and Trade Me to try and give away our cola to the competition – or anyone else who could use it.