Mocktail brand Mixoloshe has just announced its new name, Smashd, following the massive success of its rebranding campaign.
The rebrand began as a stunt that saw intern Nicole Wingard smashing cans of Mixoloshe on Instagram Reels.
Wingard posted daily videos of herself destroying cans in increasingly creative ways after disagreeing with the brand's current marketing strategy.
Her Instagram account, @TheBestMarketingStrategyEver, quickly became a viral success that attracted over 526,000 followers.
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The campaign centers around a staged conflict between Wingard and Mixoloshe CMO Mike Chambers to create a compelling storyline.
The two began collaborating on ideas for the videos, even incorporating fan suggestions to make the audience feel like they were part of the journey.
At the end of the two-month stunt, Mixoloshe relaunched as Smashd, referencing the campaign that made it more popular.
According to Wingard, the campaign was inspired by the Instagram account @SharpDressedMonkey, which was run by a marketing student trying to prove to their professor that posting a photo of a monkey in sunglasses every day would get more followers than an "awful marketing course."
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A dramatic video was used to launch the rebrand, featuring Wingard dressed as Furiosa blowing up a car filled with cans of Mixoloshe.
Underneath the wreckage of the explosion, she uncovers a can of Smashd and takes her first refreshing sip in 60 days.
The spot makes an inspired reference to the latest "Mad Max" film, which takes place in a world where water is scarce.
Smashd's hilarious marketing antics didn’t stop here, with the brand currently selling its remaining stock of Mixoloshe cans on its website as collector’s items.
A Smashing Success
Aside from getting an easier-to-pronounce name, the rebrand worked wonders for Smashd’s business.
According to the brand, the stunt significantly increased brand recognition in just 60 days, citing an 800% increase in sales and selling out four of eight stock-keeping units (SKUs).
The brand's site also saw tens of thousands of email sign-ups, as well as hundreds of thousands of unique visitors.
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"With beverages, you’re basically a marketing company that happens to sell a product," said Chambers, highlighting the power of a good campaign.
"The best beverage brands in the world have figured out that they need to really flex their creative muscles. The only way people are going to recognize you is if you've entertained them in a meaningful way," he concluded.
In the wake of the campaign's success, Chambers is stepping up to become Smashd’s CEO, succeeding Kristina Roth who will become chairwoman.
Wingard was also promoted to "Chief Smash Officer," receiving equity in the company.
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Editing by Katherine 'Makkie' Maclang
