Launching the a fresh twist on an Aussie favourite

The Challenge

SOCIETY was tasked by Menz to develop a teaser campaign for the launch of their newest NPD, Violet Crumble Mint Cubes. With the saturation of new confectionery releases, the challenge was to create a fresh approach for this product launch to cut through media and attract Australian consumers.

The Solution

The Response

What we did

Engaged trending food influencers, Russ Eats and Beau Newton to post a blind taste test of the new treat.
Compiled a video of influencer and organise consumer reactions to pitch out to media in the lead up to the release.
Gifted to influencers and foodies across Australia to increase awareness about the new launch on socials.
Generated hype around the new launch on socials and Australian media with Aussies curious about the new mystery flavour of Violet Crumble.