SMASHD Captivated Millennials & Gen Z with Its Debut Campaign
Laura McQuarrie — July 5, 2024 — Marketing
SMASHD makes non-alcoholic cocktails that promise "only the good stuff"—and electrolytes, low-sugar and low-calorie gluten-free recipes fuel its award-winning drinks. These ready-to-drink non-alcoholic cocktails are available in vibrant varieties like Caribbean Mojito, Raging Mule and Orange Old Fashioned, featuring quirky character illustrations and eye-catching cans with bold colors.
SMASHD, formerly known as mocktail brand Mixoloshe, rebranded with a campaign featuring intern Nicole Wingard smashing cans of Mixoloshe on Instagram Reels. Daily, Wingard shared videos of destroying cans in creative ways and the staged conflict between Wingard and Mixoloshe CMO Mike Chambers invited the audience to become invested in the journey. "I think we’ve all had an experience with an unsupportive boss who wasn't facilitating our ideas or believing in us, and that was sort of one of the main themes that really just struck a chord with Millennials and Gen Z," Chambers tols Ad Age.
As the brand steps into its new identity, it's selling off limited-edition Mixoloshe stock as collector's items.
SMASHD, formerly known as mocktail brand Mixoloshe, rebranded with a campaign featuring intern Nicole Wingard smashing cans of Mixoloshe on Instagram Reels. Daily, Wingard shared videos of destroying cans in creative ways and the staged conflict between Wingard and Mixoloshe CMO Mike Chambers invited the audience to become invested in the journey. "I think we’ve all had an experience with an unsupportive boss who wasn't facilitating our ideas or believing in us, and that was sort of one of the main themes that really just struck a chord with Millennials and Gen Z," Chambers tols Ad Age.
As the brand steps into its new identity, it's selling off limited-edition Mixoloshe stock as collector's items.
Trend Themes
1. Non-alcoholic Mixology - Non-alcoholic electrolyte cocktails cater to health-conscious consumers seeking flavorful and functional alternatives.
2. Social Media Campaigns - Interactive and story-driven social media campaigns engage younger audiences, creating a deeper brand connection.
3. Limited-edition Collectibles - Offering limited-edition products as collector's items attracts niche markets and creates urgency among consumers.
Industry Implications
1. Beverage Industry - The rise of functional and flavorful non-alcoholic drinks presents opportunities for innovative product development.
2. Marketing and Advertising - The use of creative, narrative-driven social media marketing strategies can revolutionize audience engagement.
3. Retail and E-commerce - Selling limited-edition stock as collector's items can drive sales and create a unique value proposition.
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