Turning wellness into chaos, comedy, and cultural currency

Challenge

innocent wanted to launch £1 Ginger Shots with cultural clout on TikTok while driving trials at Costa. We needed to make a wellness product feel chaotic, comedic and culturally relevant, translating online buzz to in-store purchases.

Activation

We partnered with TikTok creators to tease the launch of something spicy. Cryptic countdowns and mysterious announcements hinted at an X-rated online launch.

The bait-and-switch reveal gave away the truth. Ginger shots at Costa.

We turned wellness into mischief, creating laughs across platforms and curiosity in store. A million miles away from calm, we trolled the internet and spread some cheeky chaos.

Impact

A TikTok-first launch that drove cultural conversations and real-world action. The internet thought it was getting something spicy. We brought them ginger shots. This TikTok-first launch drove cultural conversations and real-world action, proving that wellness doesn’t need to be serious.