FROM DEAD STOCK
TO SIGNATURE DROP
Giving an unknown
drink a competitive edge
Superboost wasn’t a brand people recognised, but its owners were. So, to give this Aussie electrolyte a boost in 7-Eleven, I put the spotlight on the athletes behind the brand, like Patty Mills, Ryan Papenhuyzen and Changkuoth (CJ) Jiath.
Enter Signature Boost: a social competition where six of the brand’s athletes signed and hid bottles of their favourite drink in select 7-Eleven stores. The first fans to find a Signature Boost scored an exclusive memento from their chosen athlete, plus a one-on-one training session with them.
Search, share, win.
Captured and promoted across social, each athlete dropped clues about where their Signature Boost is hidden. The first fan to find and post a picture with their signed bottle, won.
Proactive campaign. Creative concept and copy: by moi.
