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The Center for Hangover Research

The Center for Hangover Research

The Center for Hangover Research

The Center for Hangover Research

A groundbreaking fictional institute that repositioned an obscure new drink into an emergency source of rehydration.

A groundbreaking fictional institute that repositioned an obscure new drink into an emergency source of rehydration.

A groundbreaking fictional institute that repositioned an obscure new drink into an emergency source of rehydration.

A groundbreaking fictional institute that repositioned an obscure new drink into an emergency source of rehydration.

A groundbreaking fictional institute that repositioned an obscure new drink into an emergency source of rehydration.

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Challenge

Challenge

Challenge

Challenge

Challenge

The hydration category is a crowded place to play. For every activity that millennials partake in, there are 5 drinks to rehydrate with. So, when V8 released +HYDRATE they needed to do something different to breakthrough with a young, skeptical audience.

The hydration category is a crowded place to play. For every activity that millennials partake in, there are 5 drinks to rehydrate with. So, when V8 released +HYDRATE they needed to do something different to breakthrough with a young, skeptical audience.

The hydration category is a crowded place to play. For every activity that millennials partake in, there are 5 drinks to rehydrate with. So, when V8 released +HYDRATE they needed to do something different to breakthrough with a young, skeptical audience.

The hydration category is a crowded place to play. For every activity that millennials partake in, there are 5 drinks to rehydrate with. So, when V8 released +HYDRATE they needed to do something different to breakthrough with a young, skeptical audience.

Insight

Insight

Insight

Insight

Insight

We took a close look at the competition in the hydration category, and realized there was one activity that millennials loved, not yet owned by mainstream beverage company: drinking. That’s when we decided that our hydrating, electrolyte-rich beverage could be positioned as a cure for hangovers. And there was only one person qualified to earn the attention and the trust of our new audience: Dr. Ken Jeong.

We took a close look at the competition in the hydration category, and realized there was one activity that millennials loved, not yet owned by mainstream beverage company: drinking. That’s when we decided that our hydrating, electrolyte-rich beverage could be positioned as a cure for hangovers. And there was only one person qualified to earn the attention and the trust of our new audience: Dr. Ken Jeong.

Idea

Idea

Idea

Idea

Idea

Together, we created the Center for Hangover Research where we captured footage of Dr. Ken performing rehydration trials on hungover millennials. Each piece of content reinforced our new product as the go-to hangover solution. Then, on July 5th –the most hungover day of the summer—Dr. Ken released the ultimate way to recover: the Emergency Rehydration Kit. With just a click, hungover millennials could request a kit (complete with +HYDRATE) delivered to their front door. As Dr. Ken shared rehydration cure with press across the country, V8 +HYDRATE broke through with our new audience and we sold out of kits in a matter of hours.

Inside the Center for Hangover Research

Inside the Center for Hangover Research

Inside the Center for Hangover Research

Inside the Center for Hangover Research

The Press

The Press

“Dr. Ken Is Pushing His Own Sort of Hangover Cure”

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“V8 & Ken Jeong’s Emergency Rehydration Kit is What You Need For the Summer Heat”

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“V8 Puts Ken Jeong In Charge of Fictitious ‘Center For Hangover Research’”

“V8 Puts Ken Jeong In Charge of Fictitious ‘Center For Hangover Research’”

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The Results

The Results

The Results

29%

29%

29%

61,000+

Coupon Redemption Rate

Coupon Redemption Rate

Coupon Redemption Rate

+5,700% above benchmark

+5,700% above benchmark

+5,700% above benchmark

+5,700% above benchmark

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351MM

351MM

351MM

351MM

Total Impressions

Total Impressions

Total Impressions

+134% above benchmark

+134% above benchmark

+134% above benchmark

+134% above benchmark

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3%

3%

3%

53%

IG Swipe-Up Rate

IG Swipe-Up Rate

IG Swipe-Up Rate

+5,900% above benchmark

+5,900% above benchmark

+5,900% above benchmark

+5,900% above benchmark

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17,973

17,973

17,973

17,973

Total Coupon Downloads

Total Coupon Downloads

Total Coupon Downloads

Total Coupon Downloads

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Stay hydrated!

Stay hydrated!