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CASE STUDY

Media Event Production

RISE Kombucha

RISE Kombucha is a specialty beverage company that believes in sustainable production. It produces multiple flavours of kombucha tea, which has numerous health benefits.

Mission

We were tasked with producing a brand appropriate media and VIP event to launch RISE’s newest flavours, Mint Chlorophyll and Rose Schizandra. RISE wanted to cater to its base of health conscious consumers but also expand into a more mainstream position and underline the many applications of kombucha, including its dopeness as a booze mixer. In addition to driving solid local media coverage RISE wanted us to devise a solid digital strategy and generate buzz online.

Tactics

We designed a media event at the Maison du Developpement Durable in Montreal – a hub of sustainable production in the city and a very appropriate venue for a LOHAS brand like RISE. We then invited 4 of the city’s top mixologists to create 8 specialty cocktails (each mixologist created one without alcohol and one with booze in it). We tapped 4 local celebrities to judge the cocktails, and the audience selected a “people’s champion” via Twitter. Inside we set up a photo booth in the venue and encouraged attendees to take a tweet photos using a specific hashtag.

Results

The event generated over 3 million social media impressions. Over 24 members of the local media attended the evening and we generated over 30 total media hits as some media not in attendance requested samples upon hearing about the event via social media. Coverage highlights included pieces in Le Huffington Post, Urbania, AskMen, Divine.ca, Notable, Urban Expressions Magazine, Zurbaines, and CTV. 

Sample
media
coverage

Rise Kombucha Alcohol Mixer

AskMen. /13

Les bienfaits du kombucha, une boisson vivante, sur la santé

Le Huffington Post. March 27/13

Rise Kombucha Menthe Chlorophylle

Zurbaines. /13

YEDaily: Simon Bertrand

Notable. 4/13

Simon Bertrand, brasseur de kombucha

Urbania. April 26/13

Local company hopes to capitalize on Kombucha craze

Westmount Examiner. April 05/13

“We are very satisfied to have started working with Proper Propaganda. In the LOHAS world our company lives in, they were able to help us understand better our messaging and reach a wider and larger audience faster. We wholeheartedly recommend these guys to any discerning growing business.”

– Julian Giacomelli, CEO

CONTACT

Interested in talking about how we can spread your propaganda far and wide? We’d love to help you alter the existing order, defeat the armies of darkness and foment revolution.

Email us at info@properpropaganda.net
You can also call us at

MONTREAL

(514) 605 9255

VANCOUVER

(778) 858 2595