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

Gift our leftover cola to one of our competitors to help 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 to try and give away our cola to the competition – or anyone else who could use it.