Vodka Cruiser: TV Live on Facebook

Vodka Cruiser, a pre-mixed/ready-to-drink brand used Facebook Live to create an interactive branded 'TV show' to reconnect to young women in Australia.

Campaign details

Brand: Vodka CruiserBrand owner: Asahi Premium BeveragesLead agency: Vizeum, The Story LabCountry: AustraliaIndustries: Pre-mixed drinksMedia channels: Content marketing, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Product placement, Sales promotions, Social media Budget: 500k - 1 million

Executive summary

Vodka Cruiser, an iconic Pre-mixed/Ready to Drink (RTD) brand, was faced with a situation where most young women in Australia felt disconnected from it and its relevance had eroded.

The challenge was big – get a generation (the notorious millennials at that) to connect with a legacy brand that held the...

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