In February 2021, we launched a line of lower-ABV vodkas infused with real fruit and botanical essences, long after the intended launch date due to the onset of COVID-19. Our new innovation satisfies the data-supported consumer desire for low ABV spirits that are lighter, fresher, and blooming with flavor, while fitting perfectly within our portfolio of vodkas that are loved for their natural ingredients and expert craftsmanship. This launch was also our largest innovation and campaign in decades, second to only the launch of our original, iconic vodka recipe. After completely rejiggering the initial launch strategy to match the changing health guidelines, cultural current, and commercial needs at the top of 2021, we needed to ensure its debut was matched with highly-engaging and buzzy programming, and above all, would immerse viewers into the multisensorial world of the botanical-infused vodkas.

We knew our audience was craving the experience of connecting with their favorite artist, so we set out to partner with a fan-favorite performer and stage the biggest virtual music event of the summer.

Titled “IN BLOOM,” the one-of-a-kind performance would envelop consumers into our blooming natural world, bringing to life the exuberant fresh fruit and herbs captured in every bottle. IN BLOOM signaled our collective reemergence -- or blooms -- to the world after a year inside. With a multi-dimensional set overflowing with lush botanicals and capturing the natural and technological world, “IN BLOOM” would celebrate this powerful cultural movement, using visuals to tell audiences the story of life in bloom, while providing consumers with an accompanying cocktail kit to engage all five senses from the comfort of their homes.

We partnered with Grammy-nominated artist SZA, beloved for her artistic leanings toward the natural world and ethereal storytelling, to be Creative Consultant. Through her dynamic lens, SZA told the story of our new product through a sweeping musical performance--including unreleased material from her highly-anticipated sophomore album--and our co-created production and design elements.

The set was built inside Wisdome LA, inspired by the garden where the product’s ingredients are harvested, bringing audiences directly into the innovation’s world. The performance was taped using new production methods to blend virtual with live-action pieces, including choreographed drones and a traditional Steadicam, enabling SZA to interact with multiple cameras.

We developed a microsite with concert details and purchase details for the accompanying IN BLOOM cocktail kit. The concert was supported by a multi-pronged campaign that incorporated PR, paid media, e-comm, and social media outreach that was executed before, during, and after the event.

To spread awareness of the concert and accompanying cocktail kit, we secured media coverage in leading consumer lifestyle and entertainment publications such as Rolling Stone, Vogue, and People. To drive social chatter, we strategically “leaked” the news to popular gossip Instagram account @deuxmoi for earned, organic social coverage that reached their audience of over 1 million. Then, after SZA shared the news via social media, we tapped our network of influencers to create content for Instagram and YouTube driving additional kit sales. The brand also implemented OOH placements, including a sprawling digital billboard on the Vegas strip. Lastly, we partnered with Spotify to increase visibility by targeting key demographics and SZA’s superfans to reach audiences interested in the musical experience.

The activation exceeded all KPIs. Concert reach totaled 16.4M viewers, 9%+ more than projections, the livestream garnered 7.7M+ views in under an hour, and total watchtime exceeded 2.1B minutes, a whopping 38%+ more than projections. Further, the “Behind the Scenes” film garnered 1.1M views, with 23% of viewers arriving via YouTube searches.

Additionally, we landed 200+ media stories, totaling 1.5B impressions, and worked with 64 influencers, resulting in 100M+ impressions through 326 posts on YouTube and Instagram.

Paid media garnered 9.1M impressions, driving listeners ages 21-44 to the microsite, translating to 43,330+ site visitors, giving the brand a wealth of first party data.

Above all, IN BLOOM surpassed commercial goals, with the accompanying cocktail kit selling out shortly after the concert. The partnership and campaign opened the door to consumer experiences that go beyond tasting a new product and reinforced the value of immersing them into this new multisensory world.