The spiked seltzer craze fueled the creation of many copycat products and Constellation wanted its fair share of the category. SVEDKA Spiked Seltzer was specifically designed for women that wanted an alternative to high-calorie cocktails and beer.
Develop retail collateral and a social campaign that stands out from the clutter of sparkling seltzers.
Millennial women have a love-hate relationship with cocktails. They love them because their classy, bubbly and fun, but they can also be calorie bombs.
SVEDKA is a low-calorie cocktail-inspired seltzer that’s bubbly and fun.
Social campaign posts were clean, simple yet captivating. Copy lines such as “Low-key Low-cal”, “Not available in Pumpkin Spice. But for real, Pumpkin Spice is delicious.” broke through the clutter and connected with our young female audience.
The campaign significantly beat Facebook’s North American and CPG benchmarks:
- Ad Recall Lift (28 pts) beat benchmarks (7 pts) by more than 20 points
- Brand Awareness Lift (18 pts) beat benchmarks (3 pts) by more than 15 points
Source: Facebook, Summer 2018