The Point

Create an afternoon drink destination.

Drive awareness and trial of International Delight® Iced Coffee among consumers at key c-store customers.

The Plan

Point consumers to an iced coffee near them.

Implemented a series of promoted, targeted social posts, geo-targeted mobile media and video content to drive consumers to a c-store near them for a special offer and to share their experience using #SlayTheDraggin.

The Idea

Slay the Afternoon Draggin’

You’ve got a beast of a day ahead of you. Don’t let it drag you down. Keep your energy up with a sweet, creamy Iced Coffee from International Delight®. Find one near you.

The Work

Slay the Draggin’ was a geo-targeted social media promotion created to drive iced coffee traffic for International Delight® c-store customers.


The Payoff

Slayed it.

The campaign delivered 8 million impressions and the highest engagement for the International Delight® brand for 3 consecutive months, plus an increase in iced coffee sales of 25-80% at all participating c-stores.

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