Daily's Poptails

To make the most of a limited budget, we put our heads together with our strategy team and decided on a three-part plan to unveil Poptails™. The first step was a series of teaser content to slowly build anticipation around the launch. We may not have been hinting at the next iPhone, but we built interest with ideas that juxtaposed ice-cold imagery against the visual cues of a backyard pool party along with the hashtag #makeitpop.

Sorry about that headline. We made the new product announcement across digital and social with a series of posts, digital display ads, and video content that shed light on the teaser ads that came before—using a sequential media buy targeted to people who had already seen the teaser content. We approached art with a colorful, fruity explosion of bold headlines and subzero visual treatments and animation.

To maintain interest in the product throughout the summer, we executed a promotion and sweepstakes with a series of premium weekly prizes, branded swag, and a grand prize for a private concert with Teddy Swims. We even had pool floats made so some lucky fans could lounge in style atop 3 giant Poptails. Fancy.