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Hi-C Ecto Cooler

Resurrecting an iconic product to drive hype for Hi-C and Ghostbusters: Afterlife

Building Brand Love and Driving Mass Awareness for Hi-C

Strategic Planning, Creative Production, Experiential, Celebrity Talent, Influencer, Media Relations, Organic Social

To celebrate the release of Ghostbusters: Afterlife, Coca-Cola produced a limited run of the nostalgic beverage, Hi-C Ecto Cooler. Zeno needed to drive major buzz and mass coverage for this special return. The catch? The 400+ bottles were not available for purchase.

We implemented an integrated approach, centered around the creation of a custom mailer kit for select media, celebrity talent, social influencers and super fans ahead of the movie hitting screens nationwide, as well as in-person at the red carpet premiere in New York City. For a limited time, we took it back to 1989, when Ecto Cooler was first introduced, and the ghostly green drink was all over news sites and social feeds.

A multipronged campaign that inserted Hi-C into the pop culture conversation

1.3B+

earned media impressions

100%

positive sentiment in earned media coverage

20K+

followers gained on @DrinkHiC handle (Instagram & Twitter combined)