Remixing the drinks experience
Role
Campaign Development
Art Direction
Design
Animation
Photography
UNderstand/analyse
Pinnacle Drinks commissioned the development of a new campaign for Mishka with the objective of shifting consumer perception. The campaign aimed to encourage consumers to more thoughtfully consider purchasing a bottle of vodka over alternatives.
The core insight highlighted that Mishka offers more than a single drink for a single occasion; it provides the flexibility to create a variety of serves across multiple moments. Consumers can share the bottle, share the cost, or enjoy it individually over several occasions, unlocking the freedom to pour and mix according to personal preference.
POSITION
For Milz, personalisation is not a luxury, it is a defining aspect of modern living. Genuine connection is indispensable, forming the foundation of meaningful experiences. The growing demand for customisation and shared moments represents more than a passing trend; it reflects how individuals shape identity and foster community within an increasingly fragmented digital landscape.
The Opportunity: To innovate boldly and creatively, reimagining the drinks experience in ways that make every occasion shareable, memorable, and aligned with contemporary lifestyle trends.
IDEATE
The concept employs hands as a visual device to convey themes of sharing, occasion, personality, and flexibility, introducing a more human element to the campaign. The distinctive ‘M’ brand asset is utilised as a framing window into the Mishka world, showcasing a variety of simple serves and confident cocktails that consumers can create.
To enhance personality and energy, the drinks are paired with styled hands, adding vibrancy and character to the campaign visual. Supporting headlines are crafted to reinforce this youthful energy while emphasising flexibility and shareability.
PLAN / Implement
The Mishka Get In The Mix campaign was implemented across multiple touchpoints, including in-store point-of-sale, digital platforms, social media channels, and product sampling initiatives.
The campaign successfully repositioned the brand, reinforcing its image as modern, shareable and centred around the versatility of mixing experiences.
