🍇 Strongbow Dark Fruit
🍇 Strongbow Dark Fruit
The Brief
During a fruit cider market boom, Strongbow Dark Fruit found themselves with a giant cult following.
They asked LADbible Group to mobilise their army of super fans to create a big splash across earned media and social.
The Idea
A trio of ‘too good to be true’ stunts inspired by and starring Dark Fruit super fans.
Combining social, experiential and PR, each was carefully designed to attract headlines and droves of LADbible fans in equal measure.
DARK FRUIT INK
A tattoo parlour giving out free Dark Fruit tats to Dark Fruit aficionados.
DARK FRUIT ICE CREAM VAN
An ice cream truck touting viral Dark Fruit ice cream, served by its Glaswegian ice cream inventor.
THE DARK FRUIT CAKERY
A Manchester shop front selling Dark Fruit infused baked goods. Watch here ↗
The Results
✸ 6.5million total views
✸ 125K total engagements
✸ Earned media including:
LADbible, Vice, Metro, Londonist
Believe it or not, Dark Fruit Ink not only had in excess of 90 applicants for a free tattoo - one fan even flew across Europe for the opportunity.