Fat Frog

Future-proofing a RTD alcohol product with huge brand nostalgia

THE CHALLENGE

Fat Frog, a popular alcopop in the early 2000s was relaunching its spirit-based hard citrus soda in a brand new can format. Aimed at the 18-24year old college audience, the brand needed to reinvent itself to appeal to a younger audience than that which could recall the heady days of Fat Frogs in pint glasses in night clubs across the country. To futureproof the brand we needed to position it as a party starter; the catalyst for good times and banter.

THE IDEA

We would create content that spoke to the target audience in the same way they talk to their own friends, jumping on relevant moments, topics and memes and leverage local hero influencers to land in relevant timelines.

THE HONEY

We used a three-pronged approach to generating conversation and brand recognition.

1) Owned: We created topical content pieces which allowed us to join the conversation as it was happening. With the pandemic interrupting usual party routines we created buzz moments around Tinder swiping, House Party App, Live-Streaming, Home Workouts and local news topics such as Normal People fashion, risky bingo, popular memes and taking pop-shots at competitor brands. This amplified our irreverent brand tone that sets us apart from competitors, a brand that doesn’t take itself too seriously and is always willing to have a bit of craic.

2) Earned: Using our bespoke influencer selection process, we collated data and created a long list of local hero influencers and contacted them to open up a conversation and start a prospective relationship. To start off, we selected 20 in various parts of the country with a wide array of interests/demographics and sent them a much sought after “bag of cans” to generate earned coverage. As the bags appeared in posts and stories then requests to the Fat Frog accounts came rolling in, so we supplemented the conversation with competitions for the general public to win.

3) Paid: We selected three of the shortlisted influencers to do a paid promotion with. Comedian/Sketch Artist, Darren Conway, was selected because of his tone and succinctly Irish humour which makes him hugely popular – he created an amazingly OTT and funny brand sponsorship ad as DJ Fresh Vibes. Lifestyle influencer Kate Coffey was selected because of her style, fashion and party credentials – she created a number of eye-catching OOTD/OOTN stories and posts. DJ Sarah Mooney was selected for her music, clubbing and festival performance skills – she hosted a beat-heavy live-streamed DJ set from her living room.