Vodka Cruiser
HEX YOUR EX
Serving up deliciously dark vodka cola and some ice cold karma.
Typically light and fruity beverages, Vodka Cruiser embraced its dark side with two dark new cola flavours. So we invited Aussies 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, they received a free four-pack of the new Vodka Cruiser Cola.
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.
24hrs
Sold out in
in earned media
$10M
exes hexed
400
Winner Asahi Global Kando Awards, Best Earned Media
Winner Asahi Regional Kando Awards, Best Earned Media Oceania,
Campaign Brief The Work, Direct
Campaign Brief The Work, Digital + Online
Campaign Brief The Work, Social Media
Runner up, BestAdsonTV, Interactive of the Week