VODKA CRUISER – HEX YOUR EX
Typically light and fruity, Vodka Cruiser embraced its dark side with two dark new cola flavours. So we invited Aussies in their villain era to embrace theirs too – by hexing their exes.
Scorned lovers could offer up their exes’ old stuff to be hexed by real life witch Ms Angela Dix. And in return for serving up their exes some ice cold karma, they received a free four pack of the new Vodka Cruiser Colas.
The campaign saw overwhelming demand, with all hexes and four packs sold out within 24 hours of the giveaway’s launch on socials, Tinder, and online.
Over 400 exes’ items were hexed — from hoodies and undies to jewellery, perfume and even a pug — with the campaign earning 84M+ global reach, $10M in earned media and 100% positive brand sentiment.
With a twist of signature Cruiser sass, users could choose from delightful horrors like a lifetime of tissues in the wash, being assigned the middle seat on every flight, patchy Wi-Fi, and more.
The campaign launched in Sydney with a cleansing ritual for the famously heartbroken, including The Bachelor runner-up Bella Varelis and Love Island star Cassidy McGill. Each had an item hexed from their notorious reality TV exes, including the infamous Bachelor rose.