Likes into litres: How Vodka Cruiser used social to drive sales

Lauren Brumley, Zac Martin and Calvin Lyon

Campaign details

Brand: Vodka Cruiser
Brand owner: Asahi Premium Beverages
Lead agency: Cummins&Partners
Country: Australia
Industry: Pre-mixed drinks
Channels used: Email marketing, Social media
Media budget: Up to 500k

Executive Summary

As the summer fades, so do the sales of Vodka Cruiser.

To address the 2015 winter sales challenge, Vodka Cruiser turned to their most loyal fans –the Vodka Cruiser Facebook community. For two years Vodka Cruiser invested in building an audience of the brand's most loyal advocates who are never shy to tell the world how much they love their Vodka Cruiser. Amidst all the comments, posts and private messages, there was one constant request that could not be ignored, one the brand could leverage – a request to 'bring back the original flavours'.