SCHWEPPES – SOLO LUCKY UNDIES

DIGITAL PLATFORM  |  PRODUCT

The Socceroos faced a challenging situation at the 2010 World Cup, and as the sponsor of the team, SOLO aimed to rally support from Australians. However, with Coca-Cola holding the official World Cup sponsorship and having a significantly larger budget, we needed a creative approach. Instead of traditional advertisements, we decided to distribute 225,000 pairs of underwear, which we named SOLO Lucky Undies, as a promotional campaign.

To support the campaign, we developed a dedicated website and utilized various marketing channels, including radio, outdoor advertising, online platforms, and social media. The response was overwhelming, with Coles selling out 20,000 pairs in a single day and the entire stock being sold out within a week. The campaign generated remarkable results, including $3.2 million in PR value, which was nearly five times the media spend. It also garnered over 50 million impressions and contributed to a 22% increase in Solo sales compared to the previous year.

AGENCY: BMF
ECD: Warren Brown
CD: Simon Langley
ACDS: Jake Ruzniack & Dennis Koutoulogenis
DIGITAL CD: Fred Haas
CREATIVES: Flavio Fonseca & Piero Ruzzene