Hi-C Ecto Cooler
Building Brand Love and Driving Mass Awareness for Hi-C
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
earned media impressions
positive sentiment in earned media coverage
followers gained on @DrinkHiC handle (Instagram & Twitter combined)