PASSOA is a bright pink passionfruit liqueur disguised by a very black bottle. Our challenge was to develop an off-premise campaign for summer 2018/2019 to promote PASSOA as a drink to be shared with friends at sunset. We developed creative, that told the sunset story, tied in the colour and flavour cues of the liqueur and educated consumers on the time and place for a PASSOA cocktail.
The mechanic involved a custom GWP incentive and major prize draw. We developed a set of six custom, metal, PASSOA drinking straws, provided in a canvas bag with a specially designed cleaning brush. These straws position PASSOA at the forefront of the war on plastic, lending to the credibility of PASSOA as a brand interested in the natural environment and dedicated to the sharing at sunset occasion.
The PASSOA bottles were also kitted with neck tags featuring cocktail recipes and a uniquely coded ‘boarding pass’ – consumers follow the instructions to enter a competition for their chance to win a flight voucher worth $2000 – to find their ‘PASSOA Sunset’.
The overall campaign required consumers to enter the competition through engagement with the PASSOA digital channels. In this way, we helped to build the digital presence for PASSOA in the local market and target consumers interested in the social and cultural aspects of the PASSOA brand.