New beverage launch 'esc' solves 'First World Problems' one hash tag at a time via Taboo
The Taboo Group is solving #FirstWorldProblems one hash tag at a time for the launch of Australia's first calming drink, esc. The social media campaign, #FirstWorldSolutions, has been providing solutions to some of life's toughest moments on Twitter, spreading the message, "everybody stay calm."
In a unique sampling strategy, those in need of urgent assistance are
being sent a FREE case of esc. The campaign has had impressive results
with multiple re-tweets, favourites and users transferring from Twitter
to the Facebook community, resulting in exponential and genuine growth.
Says Joel Fuller, Innovative Beverages: "It is great to be involved with a campaign that is so topical at the moment. esc was created to help 'everybody stay calm' especially when dealing with such stressful situations associated with first world problems."
esc contains a unique combination of all natural ingredients, including passionflower, valerian root and chamomile, to help drinkers stay calm and in control. It's available in participating 7-Eleven stores and major convenience outlets predominately in Melbourne's CBD.
To visit the campaign search #everybodystaycalm on esc's Twitter page.
Taboo Creative Director- Reece Hobbins
Taboo Strategy Director- Richard Hack
Taboo Account Director- Symon Van Haalen
Client: esc
Says Joel Fuller, Innovative Beverages: "It is great to be involved with a campaign that is so topical at the moment. esc was created to help 'everybody stay calm' especially when dealing with such stressful situations associated with first world problems."
esc contains a unique combination of all natural ingredients, including passionflower, valerian root and chamomile, to help drinkers stay calm and in control. It's available in participating 7-Eleven stores and major convenience outlets predominately in Melbourne's CBD.
To visit the campaign search #everybodystaycalm on esc's Twitter page.
Taboo Creative Director- Reece Hobbins
Taboo Strategy Director- Richard Hack
Taboo Account Director- Symon Van Haalen
Client: esc
Very lame. Very shallow. Must try harder.
Good placement as a media strategy, but creatively it's getting easier nowadays, eh? A collision of two already established internet memes, job done. I guess that's an advertising #FirstWorldProblem.
I think this is brilliant! Fun easy way to inject a brand into conversations online and to grab RTs from people
Very nice idea!