ABOUT

BACKGROUND
Ceres is a well known, strong beer for manly people. The brief for this campaign is to boost our social media presence.
IDEA
We created the first voluntary social media fail: an April fool prank that fakes the launch of a new light, fruity, sparkling, pink colored beer: the Ceres Soft Ale, the opposite of a real Ceres Strong Ale. Our fan will hate this beer celebrating, instead, the real values of the Ceres Strong Ale.
RESULTS
250.000 Facebook interaction
13.000.000 Total reach
40.000 Single users on the website
20.000 Mention on Twitter