Relax and Smile
BACKGROUND
Union Smile, a fun and slightly lighter beer for the eternally young, has been out of production for as long as ten years. It came back into our lives in the spring of 2020 to awaken those who have already tasted it and to paint smiles before the summer starts on the faces of those who were still too young to drink Smile ten years ago.
IDEA
In the abundance of new-age books with advice on how to be happy and successful in all aspects of life, Smile has also published 32 unique books, focusing on specific people.
EXECUTION
Union Smile has sent books to the addresses of select Slovene influencers. Every book title was written to address a unique life situation of an individual influencer. The book title exposed a potential issue of the influencer, while in the book they found a bottle of Union Smile with a note: Relax and ... Smile!
RESULTS
In a few days, the campaign was posted by the most visible Slovene influencers on their profiles; the potential reach of the posts was over 429,000 followers, which triggered a massive positive response. In the spring, at the start of the season, the news on the re-emergence of Union Smile spread across Slovenia.