Red Ale Box
BACKGROUND
Union Red Ale was a new product of the renowned Slovenian beer brand Union. In addition to the Union tradition, everyone knows Union by its signature character - the dragon. The sole aim of the campaign was to raise awareness of the new product, but with a very limited budget.
IDEA
At launch, we sent Union Red Ale beer in a special box to selected influencers. To maximize the potential for organic reach, we have developed a mechanism that had a dual effect: an impressive display of awakening the dragon and keeping Union Red Ale at perfect serving temperature. The ideal hot-cold pair linked the brand's hot foundation to the ideal beer-serving temperature.
EXECUTION
The special box packaging with dragon skin pattern featured a special mechanism which activated the dry ice contained in the packaging.The effect was a surprising awakening of the dragon and at the same time cooling beer to the right temperature.
The whole package and the effect of the dragon's breath, which breathed life into the new Union product, impressed influencers to record the event and immediately share it with their followers.
RESULTS
The potential reach of all influencers who have published the news for free.