Case Study: Hi-C drives buzz and mass awareness with Zeno Group

Hi-C drives 1.3B+ earned media impressions with Zeno Group

The customer Hi-C, a beverage brand, faced the challenge of driving major buzz and mass awareness for a limited, non-purchaseable run of its nostalgic Hi-C Ecto Cooler product, created to celebrate the release of the Ghostbusters: Afterlife movie. The vendor Zeno Group was tasked with implementing a campaign to meet this challenge.

Zeno Group implemented an integrated campaign centered on creating custom mailer kits for media, celebrities, influencers, and super fans, supplemented by in-person activation at the movie's premiere. This solution successfully inserted Hi-C into the pop culture conversation, generating over 1.3 billion earned media impressions with 100% positive sentiment and gaining over 20,000 new social media followers.

Hi-C