The Solo Project
Vodka Cruiser
Overview
To defend their #1 title, Vodka Cruiser needed to create a buzz beyond just its booze.
Looking at female enjoyment, there was one contributor that got very little airtime. Masturbation. So, we set out to remove the shame by talking about it loudly and proudly.
Why? Because it made sense for a brand that’s all about championing female fun.
Challenge
Vodka Cruiser was crowned the #1 leader in their space. But by 2022, growing trial amongst young women – the brand’s core target, started to dip. New brands were arriving. And, in a category dominated by the perception of ‘cool’, the competition was seen to be cooler.
When it came to masturbation, the world deemed it unhealthy and unnatural to talk about it. Only one-in-three women even felt comfortable even mentioning the topic. The stigma was old, unhelpful and fricken’ stupid.
Disruption®
Two songs, two music videos, and one OMG band break-up.
‘The Solo Project’ was a fame-building initiative to inspire and empower women to ‘go solo’ in celebration of self-pleasure. We partnered Vodka Cruiser with the Veronica’s to create a scandal and prove a point. The Aussie pop duo announced they were going solo!
