ABSOLUT Warhol

The Absolut Warhol Limited Edition 2024 promotion seamlessly fuses art and brand identity, celebrating Andy Warhol’s iconic style while engaging consumers through immersive experiences. Featuring Warhol’s original 1985 artwork on limited-edition bottles, this campaign transformed each bottle into a coveted collector’s item, resonating deeply with both art aficionados and vodka enthusiasts. At the point of purchase, consumers were captivated by AI-driven immersive art pop-ups at international airports, attracting thousands of visitors. The campaign’s digital strategy was equally powerful, leveraging social media to generate a 200% increase in online engagement. A groundbreaking collaboration with contemporary AI artists reimagined Warhol’s Absolut masterpiece, reinforcing the brand’s commitment to creativity and self-expression. By blending heritage with innovation, the Absolut Warhol promotion elevated brand awareness, captivated a global audience, and set a new benchmark for experiential marketing—making it a worthy contender for this prestigious award.

Batman Day x Uber Australia

To celebrate Batman Day and 85 years of Batman, Warner Bros. Discovery partnered with Uber Australia to give Aussies the chance to book free trips in Batman’s iconic 1989 Batmobile via the Uber app, creating an epic experience that appealed to fans and the general public across two days in Sydney and Adelaide. This wasn’t just about free rides—it was a brand activation highlighting the Batmobile’s legendary status, cutting through the competitive superhero market, and sparking widespread excitement in the real world—it literally stopped traffic and the media couldn’t get enough! The strategy focused on maximising media impact through carefully timed announcements and influencer collaborations to encourage consumer interest in Batman while we await exciting new content. The experience delivered more than 412 million in earned reach across 802 media pieces, including Sunrise, 7-News, Today, and Pedestrian, with 100% positive sentiment. This licensed promotion was high-impact and cemented Batman’s legacy in Australian culture.

Peanuts on Starlux Airlines (WildBrain CPLG)

The cutest companion at 35,000 feet is Snoopy! Peanuts Worldwide partnered with STARLUX Airlines, a Taiwan-based luxury airline, in a dreamy collaboration from June to October 2024. This exciting partnership infused joy and delight into the inflight experience for passengers on all STARLUX’s routes (excluding Taipei – Los Angeles) with a range of collaborative products and amenities featuring the iconic Peanuts gang, including boarding passes and nametags, cups, earphone cases, playing cards, and more. STARLUX Airlines also offered adorable gifts for young travellers, including Peanuts toys and stickers, as well as products to purchase both on the ground and through in-flight duty-free. The partnership had a hugely positive response, with lots of buzz on social media and STARLUX Airlines saw an 80% rise in bookings. With more exciting plans underway for the Peanuts X STARUX collaboration, this inflight promotion gave fans of all ages a truly magical experience in the air!

Starbucks x The Met (Pacific Licensing)

Starbucks partnered with The Met to launch a limited edition art collaboration in summer 2024, featuring five products like the Coconut Double Shot Latte, French Vanilla Latte, and Coffee Latte in Starbucks chilled cups, along with classic flavors of bottled Starbucks Frappuccino, Mocha, and Latte. The Met proudly houses a collection exceeding 490,000 works of art. Starbucks chose to collaborate with the works of Matisse, the pioneer of the Fauvism movement. Inspiration was drawn from the iconic works like “Madame de Pompadour,” “Pavillon de Marsan,” “The Codomas,” and “Icarus” through vibrant colors, exaggerated lines, and simplistic imagery to refresh the coffee packaging with the sense of French romanticism. It marked the first ready-to-drink coffee beverages with IP licensed collaboration for Starbucks. Creative 3D advertisements at subway stations reaching nearly 3,000,000 people. Premiums (like tote bags and fridge magnets) sold out on the first day in supermarkets and convenience stores upon launch.

Starbucks x Miffy (Pacific Licensing)

The Starbucks collaboration is one of the biggest programs created for Miffy. First launched in Singapore, it was an apparent success with all merchandise and premium items (including mugs, tumblers, tote bags, and a Miffy plush doll wearing a Starbucks apron) selling out within two days. This huge success led to expansions in Hong Kong and Vietnam, with Hong Kong making it even bigger by doing an exclusive merchandise design and hosting a Miffy meet and greet. With continued success, by December 2024, Starbucks Singapore released a second collection, shortly followed by Starbucks Thailand. This marked the first-ever Starbucks and Miffy collaboration and saw 91% sell-through on day one and 100% sell-out by day two. The multi-territory exposure drove immense global demand.

Starbucks x Wicked

Starbucks fans and Ozians were in for a fantastical experience last fall, as Starbucks partnered with Universal to celebrate the new cinematic event film, Wicked. Through this partnership, the film’s themes of connection, belonging, and joy came to life through exclusive Starbucks pink and green beverages and inspired-by merchandise, along with in-store activations. New drinkware and Starbucks Card designs were inspired by the land of Oz and highlighted beloved characters and locations from the film. Drinkware merchandise featured multiple tumbler styles and sizes, and themes included Glinda, Elphaba, and the Emerald City at Starbucks stores; magical Wicked in pink and green at Starbucks locations inside Target; and a Wicked Discovery Series (including Shiz, Emerald City, and Munchkinland) at Starbucks locations at Universal Theme Parks. Merchandise was a hit around the world, with many styles selling out within days of launch!