Integrated Campaign – Playboy Energy Drink Launch


The Brief – Launch Playboy Energy Drink in South Africa using non-traditional and Digital mediums

The Solution – The Playboy brand needs very little introduction, however with the launch it was important to draw on the mother brand in a considered manner. Campuses were identified for the pilot phase of the launch. To engage this media savvy audience, they were invited to an exclusive launch party in unusual and slightly naughty ways:

Do not disturb signs with the copy “Playboy energy drinks keeps you up all night” was hung on student’s res room doors. These doubled up as VIP invites to the launch, creating hype and collectability.

Varsity vending machines dispensed Playboy branded boxers, fur handcuff and an exclusive VIP invite to the launch.

Other tactical branding opportunities included restrooms mirror decals which invited potential ‘bunnies’ to apply on FACEBOOK – they became the brand ambassadors. Friends were incentivised to vote with launch party invites.

These FACEBOOK chosen Brand ambassadors/bunny girls were ‘seeded’ into the lecture halls to create a bit of a stir and awareness around the brand and launch party.

The Results – Launch parties you want to be at. An overwhelming success, with a call for nationwide yearly PBED varsity parties. The drink launched and gained traction in a highly mature and competitive market.

Product launch, integrated campaign, brand awareness, tactical sampling