In addition to billboards, we had a lot to swear about on Instagram too but god-willing our posts were not censored.
We even created a sweepstakes that gave one lucky entrant a helicopter ride to swear on top of the Wasatch Mountain in Utah.
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.
F**** YEAH!
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, and was shortlisted at The Clios.
Credits: GCD: Adam Lock | CD: Brian Steele | Senior Art Director: Arrie Hurd | Senior Copywriter: Mike Lin