A couple of tough, hard-faced boxers are about to do massive violence to each other.

They are suddenly transformed into 2 fruity dancers doing soft, flowing moves by the power of the unbelievably smooth and soft-textured Dutch mill Smoothie which they drank.

The campaign started with the radio spot airing in all famous radio stations to create interest among teens as well as using the radio stations’ DJ as well as a viral clip made from the production process of the radio spot to promote the activity and drive consumers to send in their own clips of saying “Dutchmill Smoothie” through a microphone filter that is softer and stranger to our Facebook page. After promoting the activity, a large number of the VDO clips were sent to the Facebook page of the brand that helped strengthen the idea of “unordinary softness” of Dutchmill Smoothie.

The unordinary softness trend from consumers creating their own unordinarily soft microphones spread quicker and further through social media than we ever thought possible. The teen target audience began associating Dutchmill Smoothie with unordinary softness while brand awareness reached 78%, a figure Dutchmill had never seen before