Pass the soap, I fancy a bit of last night’s lemon…
Australian vodka brand 42 Below, with the help of Colenso BBDO, is using the lemons left at the bottom of drinks to create Recycled Cocktail Lemon Eco Soap. Walk into a bar in Australia and you might get your drink with a soap sachet on the side, telling you the story of why the brand created the soap and why it’s the best darn vodka around.
As well as soap sachets, the brand placed bottled soap in bar bathrooms, coasters on tables, and signs behind the bar. Oh, and it developed outdoor advertising, PR and social media campaigns to really make sure punters were listening.
With a 20% increase in sales, you could say this soapy effort raised the bar.