Like the video clip, the promotion worked on the same concept, i.e. enabling consumers to discover what for us, at Blue Tonic, is the secret of the best gin and tonic in the world.And so we organised the promotion, using the brand’s Facebook profile. The mechanics were very simple: users had to make up a group with 3 other friends and demonstrate why they should get the opportunity to go and share a gin and tonic with a friend who was living abroad at the time. To do this they could send in video clips, photos, texts… or whatever else occurred to them.

The clip got 984,000 views on YouTube in its first month.There was a 130% increase in ‘likes’ on the KAS Facebook profile.

Over 80 groups participated in the promotion.Sales went up by 175%.A unique positioning in the tonic market was gained through being honest.