To launch Evil Spirits Vodka in Canada, we needed a concept as bold as the brand itself. Our solution: challenge social followers to “sell their souls” for a pre-release bottle. The campaign leaned into the brand’s dark persona to ignite curiosity and drive pre-launch engagement.
When fans started asking, “When does it drop?” we turned that buzz into an engagement opportunity.
Through targeted promoted posts, we challenged followers to “sell their souls” in exchange for early access to Evil Spirits Vodka.
Users were driven to a landing page featuring a tongue-in-cheek contract, trading ownership of their soul for a pre-release bottle.
A supporting series of social posts amplified the campaign and sustained engagement driving ongoing buzz.
Agency: St. Bernadine Mission Communications
Creative Directors: Andrew Samuel, David Walker
Designer/Packaging Design: Jenn Hicks
Social Concept/Copywriter: Nima Samadi