Mission:
Secconade is the new sparkling mix from traditional producer Rotkäppchen-Mumm: sparkling Secco meets fruity, fresh lemonade. Rotkäppchen is thus entering the ready-to-drink segment for the first time - especially for Gen Z. The aim was to publicise the four new varieties to the target group in an eye-catching way and to position Secconade as the summer drink of the younger generation right from the start.
Solution:
Gen Z celebrates unlike any other: Späti instead of bar, street instead of lounge. With the Secconade Street Tour, we are bringing the product right into the centre of everyday urban life. With a strikingly designed Secconade bar cart and a cheerful team of promoters in specially designed Secconade streetwear, we are conquering the trendy neighbourhoods. In Berlin, Cologne, Düsseldorf and Hamburg, we are transforming streets, squares and university districts into spontaneous Secconade hotspots. Together with local kiosks as cooperation partners, we activated the local neighbourhoods with samplings, stylish POS material and an accompanying social media approach. The response was overwhelming: people celebrated our promotion, tasted it enthusiastically - and made Secconade their spontaneous summer moment.
Success:
With over 450,000 bottles in the cities of Berlin, Cologne, Düsseldorf and Hamburg, the campaign ensured high product visibility and tingling liquid-on-the-lips moments. In addition to sampling at university parties, kiosk co-operations acted as the local backbone of the campaign and met with an enthusiastic response: people loved the campaign, stopped, tasted - and shared their experiences. Secconade went from newcomer to the talk of the summer - right at the centre of Gen Z's real life.
