KeVita
Overview
In early March, news broke that a Vanderpump Rules cast member, Tom Sandoval, had cheated on his partner and fellow cast member, Ariana Madix, with her best friend and cast-mate, Rachel. This unprecedented turn of events shocked the cast, the Bravo-sphere and ultimately the entire country, giving way to what the nation dubbed asw #scandoval - which to-date has garnered over 638.3M TikTok views and 20.6K IG posts.
The revelation was a result of Ariana having a “gut feeling” that something was off prompting her to check Tom’s phone. We identified the opportunity for the brand to drive cultural relevance, brand awareness and as a way to speak to the brands’ functional benefit – gut health – allowing us to create KeVita’s Gut Punch, with the creation of KeVita Gut Punch, a mocktail with a not-so-subtle but definitely delicious reminder to the cast and all of us to pay attention to your gut!
In order to make KeVita Gut Punch the unofficial mocktail of #scandoval we kicked off the campaign with an integration on Bravo’s Watch What Happens Live following the second to last episode of VPR and tapped Sober Curious Lifestyle Influencer, Elizabeth Gascoigne of @absenceofproof, serve as our bartender. We gave Elizabeth creative control as she developed the Gut Punch recipe featuring KeVita’s Pineapple Peach MBK. She stood behind the bar styled with custom KeVita signage during the episode to serve host Andy Cohen and guests VPR’s Katie Maloney and Guardians of Galaxy Star Karen Gillan.
Following the integration, we rolled out a multi-platform campaign including earned media outreach, organic (unpaid) social coordination and custom content from the brand’s owned social channels to drive conversation and buzz around the recipe and its key ingredient – KeVita.
