Aperol Spritz, Now To Go

A three-phase social strategy designed to make audiences discover the product before the brand officially announced it.

The campaign moved from intrigue to reveal, then from awareness to advocacy. Every touchpoint was built to create participation, rewarding curiosity and encouraging the community to spread the story themselves. By the time the can officially launched, the conversation was already underway.

The campaign began by seeding speculation through cryptic community management, an intentionally deleted “accidental” reveal, subtle profile changes and lo-fi creator content that made the product appear to have been spotted organically.

A playful follow-up acknowledged the growing conversation without confirming it, while influencers and CRM extended anticipation ahead of launch.

The reveal arrived through a coordinated social moment before content shifted towards embedding the can into authentic UK summer occasions, with festivals, picnics and bank holidays becoming the backdrop for ongoing creator and community-led storytelling.

The strategy turned a product launch into a social event. Audiences shared posts into group chats, tagged friends and debated whether the can was real long before the official announcement.

Every stage of the tease generated organic speculation, while the fake UGC mechanic performed exactly as intended, convincing audiences they had discovered the launch for themselves. T

he combined tease and launch activity delivered the brand’s strongest performing campaign to date, with every KPI exceeded and earned conversation becoming the campaign’s defining measure of success.