Dark Fruit is a unique cider that inspires near religious devotion amongst its legion of followers. From mad cake skills and ice cream innovations, to committing to Dark Fruit tattoos, they are the true embodiment of finding your Dark side.
Capitalising on the brands organic ‘cult-like’ status, Strongbow harnessed the passion of their super-fans to drive mass brand love.
Initials and LADbible collaborated to guarantee a compelling face-to-face experience that would ultimately captivate an extensive and highly targeted social audience via expertly curated content, also supported with PR by Edelman.
Three of Britain’s biggest Dark Fruit super-fans were championed as campaign heroes. Their stories of devotion inspired three live activations, delivered by Initials and amplified through LADbible, that galvanised Dark Fruit fans across Britain.
The campaign launched celebrating super-fan Kyle’s exclusive Dark Fruit ice cream recipe which Strongbow mass produced and shared with fans at festivals and on a nation-wide tour of cities voted for by LADbible’s audience.
Next came Dark Fruit INK, a pop-up tattoo studio inspired by superfan Alfie’s Dark Fruit tattoo. Fans were offered the chance to be inked by celebrity tattooist Alice Perrin who created exclusive Dark Fruit designs.
The trilogy culminated with ‘The Cakery’, a pop-up Dark Fruit bakery in Manchester. Initiated by a fan-led baking competition, the winner’s masterpiece became the centrepiece of The Cakery where super-fans could also purchase mouth-watering Dark Fruit treats.
The content curated and shared from each activation collectively achieved 48.3M impressions, over-delivering by 44%.