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
5 Comments
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!
First world problems are so lame. There are people out there who struggle to get clean water and we complain over everything.