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.

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.

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. 

“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