We put social media censorship to the test with posts that furthered Utahns swear-filled excitement.
Anyone who purchased the bottle in-store could also purchase a “swear” sticker from our swear jar. Each purchase contributed a donation to the Utah Clean Water Partnership to help tidy up local waterways while Utahns cleaned up their mouths.
We even created a sweepstakes that gave one lucky entrant a helicopter ride to swear on top of the Wasatch Mountain in Utah.
HOLY SHIZZ!
Our regional campaign was headline news in local press with 63.2% local market saturation, accrued a 32% increase in sales, garnered 166.5M PR impressions, was shortlisted at The Clios and was such a hit that even Stephen Colbert joined in on swearing like a Utahn.
Credits: GCD: Adam Lock | CD: Brian Steele | Art Director: Arrie Hurd | Copy: Mike Lin