The Seychelles is one of those magical places where the party never stops. And the Red Sea cocktail is their fuel. Takamaka created a high-quality RTD version and needed a brand and launch campaign to bring it to the party, wherever it may be.
Beautifully cohesive idea
We created a modern rustic look and feel with strong use of red and typography for stand out. The launch event was a dark and hedonist twist on the Seychelles carnival. Through a GWP, on-trade sampling and promotion plus a prize mechanic on social media we created carnival parties that started at midnight in the biggest clubs in Seychelles and South Africa.
20,000 units were sold out in the first week. The Midnight Carnival parties created a youthful edge, and being invite only heightened buzz with the target demographic. In just three months, Red Sea launched in three new markets.