Medusa Beverages Celebrates Friendship Day with ‘Be Unhinged’ Digital Campaign
Medusa Beverages has launched its ‘Be Unhinged’ Friendship Day campaign celebrating authentic friendships and shared moments among young consumers.
SociapaHQ
Ahead of Friendship Day, Medusa Beverages launches a new digital campaign, ‘Be Unhinged’ that celebrates the authenticity and comfort that is the foundation of close friendships.
The campaign is based on the insight that people wear different masks at work, with family or in society, but friendships are a space where they can truly be themselves.
The campaign is built around a funny digital film which playfully contrasts the various roles we play in everyday life with the uninhibited versions of ourselves that come out when we are with our friends.
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Authentic Friendships:
The film begins with a young man mimicking his boss in an excited manner while hanging out with his friends, but they remind him that he acts very differently at work. It then leads to a number of playful moments where friends highlight each other’s quirks, exaggerated dance moves and inside jokes, highlighting the comfort and acceptance that true friendships can bring.
The campaign ends with a tagline that friendships bring out the “unhinged” version of people, often creating the moments that are most worth celebrating.
On the campaign, Gaurav Sehgal, Vice President- Marketing, Medusa Beverages said, “The campaign is about celebrating authentic human connections, that is one of the core focus areas of the brand. “At Medusa, we have always felt that great moments are made around real connections. “Friendship is one of the few relationships where people can be totally themselves, without the expectations and filters that everyday life brings,” he said.
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Youth Engagement:
Sehgal added that the 'Be Unhinged' campaign is about celebrating the joy of being accepted for who you are and reinforcing Medusa’s role in bringing people together through shared experiences. “The campaign reflects the spirit of our consumers and the role Medusa plays in bringing people together to create memorable experiences. "We want to keep building on conversations that are relevant, culturally relevant, and based on moments that are most important to our community," he said.
The campaign is designed to boost the connect of Medusa Beverages with young consumers by celebrating the relationships, shared experiences and social moments that define modern friendship culture.
The campaign film has been released across the brand’s digital and social media platforms ahead of Friendship Day with an aim to driving engagement amongst younger audiences.
