At the launch of Amarula Vegan, our challenge was to create a PR Stunt for the brand and generate public desire to try this new product. All of this aligned with the launch communication that focused on flavor and indulgence, with the concept of “Surprise yourself!”.
In the role of Director of Planning and Creation for the project, our insight was to surprise the Amarula audience with a partnership that allowed their self-expression, exploring sensorial and unexpected attributes of the new Amarula Vegan - which was vegan, but was still as delicious as Amarula must be!
To do this, we looked to Another Place, a streetwear brand that defends genderless and free fashion, which was highlighted at SPFW and in the styling of big names in music, and which speaks to our target. aligned with the launch communication that focused on flavor and indulgence, with the concept of “Surprise yourself!”.
The result was a capsule collection that explored the main signs of the brand and launch, so that liquor consumers could express themselves through fashion and their looks the indescribable flavor of the new plat-based drink. The perfect meeting between: a drink that respects and understands the public's choice and an innovative, label-free clothing brand.
We took advantage of the Lollapalooza moment, where Another Place stands out with pieces perfect for the festival style, and elevating Amarula Vegan as a solution for pre-festival drinks, to launch the partnership and create looks that generated a lot of buzz and desire from the public. ;
