The Solo Project
Vodka Cruiser
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.
To defend their title, Vodka Cruiser needed to create a buzz beyond just its booze.
Convention
When it comes to female enjoyment, there’s one contributor that gets very little airtime. Masturbation.
It’s healthy. It’s natural. And plenty of us do it. So why — why oh why?! — does the world deem it unhealthy and unnatural to talk about it? Only one-in-three women feel comfortable even mentioning the topic. The stigma is old, unhelpful and fricken’ stupid. 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.
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!
