Teazy says that developed by 8909 Digital, the campaign brings Teazy's playful and audacious spirit to life through the 'Golden Kiss' — an exclusive, limited-edition promotion that taps into both consumer reminiscence and the excitement of discovery. At the heart of the campaign is the symbolic 'Golden Kiss,' represented by a bold visual motif integrated across all campaign channels. 

The key to this promotion is the 'Golden Kiss' symbol, a unique and visually striking motif. With only 15 cans marked by the coveted 'Golden Kiss,' each worth R25 000, the campaign is designed to fuel a treasure hunt fever across South Africa, creating a sense of exclusivity and sparking widespread curiosity, says the brand.

Influencer content and user-generated materials contribute to the campaign's organic spread, with each post crafted to maintain the campaign's consistent, cheeky tone and reinforce the allure of the 'Golden Kiss,' says Teazy.

"Our goal with Teazy's 'Golden Kiss' campaign is to establish a strong brand presence in the RTD market by creating an experience that resonates beyond the product itself. By blending local heritage, exclusivity and the thrill of discovery, we're positioning Teazy as a beverage that's both premium and uniquely South African. We're excited to see how the campaign will drive rapid awareness and engagement and connect with our consumers on a deeper level, making Teazy a memorable part of their festive season," says Zander Matthee, Chief Marketing Officer of Teazy.

The campaign approach enables a high-energy, high-reward impact over a short period. Ciaran McKivergan, CEO of 8909 Digital, says, "Aiming to engage consumers with its quirky and teasing tone, the 'Golden Kiss' campaign intends to drive brand awareness and rapid product uptake in the competitive beverage landscape. Without the luxury of an extended brand narrative, we leveraged bold visuals, scarcity and consumer intrigue to quickly build talkability and compel people to take notice and act swiftly, generating robust buzz and expanding the brand's footprint within a short launch window."

The brand says that a carefully orchestrated, multi-phase campaign, the 'Golden Kiss' aims to capture attention across various touchpoints, building intrigue, driving sales and establishing Teazy as a brand worth talking about.

Using teasers and social media to create buzz around the elusive 'Golden Kiss' cans, the campaign will build intrigue from the onset. Influencers from diverse spheres — trendsetters, social mavens and voices from the underground scene — helped fuel excitement, posting cryptic messages and inviting their audiences to engage with the brand in fresh, playful ways, says Teazy.

Teazy says that its strategic use of influencers scaled the narrative of limited availability, igniting followers' FOMO and generating widespread interest. Engaging visuals and conversation starters directed fans to Teazy's campaign website, where they could explore, share experiences and speculate about the Golden Kiss. 

The "Amp Army" of nano-influencers further amplified reach, while planned in-store activations at Checkers Liquor will bridge digital and physical touchpoints to create a seamless, immersive experience. This approach positions Teazy as a fresh, dynamic force in the market, setting a new standard for experiential, consumer-focused campaigns in South Africa. Social media and in-store engagement continued to sustain momentum, reinforcing Teazy's distinct brand identity, adds the brand. 

Teazy concludes that blending product, heritage and experience into a seamless narrative, Teazy's 'Golden Kiss' campaign sets a precedent for innovative brand engagement in South Africa. As the campaign leaves a lasting impact on consumers and the industry alike, Teazy positions itself as a brand that's here to stay, redefining the RTD market.

For more information, visit www.teazy.co.za. You can also follow Teazy on Facebook, X, Instagram, or on TikTok. 

*Image courtesy of contributor