With the launch of Baja Midnight, our team was responsible for giving fans permission to take their cult-like Baja obsession to the next level and define the new drink’s meaning and flavor.
Manifesto: We didn’t invent the Baja cult, the fans did. Because when we give them a taste, they run with it. They spiral, fan girl, and canonize. Nothing is casual for the Baja fans; they’re serious about the unserious. So, to launch Baja Midnight’s new fandom, we’ll give them the cult they deserve. We’ll initiate them with secret meetings under a glowing moon, vaults filled with first-dibs, and flavor declarations in lavish coats. Midnight Mas is here. It’s time to take the flavor oath.
Through bespoke Media & Creator kit deliveries, a stunt activation, and Creator content, our vision came to life.
Creator Deliveries
Stunt Activation
We found out what Baja Midnight tasted like to our fans on a Thursday night at Pier 17. 1,824+ samples handed out and 100+ flavor descriptions.
and how did the Internet react…?
The Team: GCD Lauren Fodero Lohse, CD Chloe Carter, ACD Aaron Marten, Senior AD Alison Young, Art Director Maggie Walker, Copywriter Ali Manning, Designer Leo Thompson