Event Production
Experiential Marketing
Influencer Marketing
Social Media
Project Overview
In late 2023, Beam-Suntory approached LURE with the task to introduce “-196,” a vodka lemon premix with Shochu, to the German market. The campaign aimed to position the product as a credible and exciting alternative to mainstream RTDs, particularly targeting Gen Z consumers.
Details
Lure crafted a strategy focused on three core areas:
Influencer Partnerships: LURE developed a new influencer ecosystem, collaborating with both high-reach and niche influencers to engage around 60,000 Gen Z (>18yo) users across Germany.
Launch Event: A major launch event was held in Berlin, featuring top German artists and DJs from the underground scene to immerse attendees in the brand experience and amplify its reach through strategic content distribution.
360 Media Strategy: A comprehensive media plan was implemented, including ongoing management of -196’s Instagram channel and continuous content production throughout 2024.
This ongoing campaign continues to establish -196 as a distinctive and culturally relevant RTD, solidifying its presence among young adults in Germany.
