The Challenge

SOCIETY was tasked with prolonging the talkability of the highly anticipated release of Violet Crumble Milk. We positioned a well-timed leak of the Violet Crumble Milk product, ahead of the Caramel launch – meaning we had two bites of the ‘chocolate’ for coverage on the highly anticipated milk, and ensured Caramel got a huge amount of attention too.

The Approach

Prior to the official launch of Violet Crumble Milk, SOCIETY exclusively worked with national outlet, Pedestrian.TV to orchestrate a viral PR stunt in August. The stunt involved leaking an image of the bottle of Violet Crumble Milk with no additional information, resulting in a speculation piece online and via social. Violet Crumble and SOCIETY remained tight lipped and commissioned Violet Crumble research in the background, showing that 1 in 3 Aussies had eagerly been waiting for honeycomb and chocolate flavoured milk.

The Response

The leak and launch of Violet Crumble Milk was… shattering! With 63 pieces of earned coverage achieved across national TV, online, radio, state-based print, as well as key trade and stakeholder media. With impressions of over 125 million, and social reach over 23 million, all coverage of the brand and new flavoured milk was 100% positive.