Jiggy hard seltzer - so elusive it’s exclusive

Jiggy is a Singaporean start-up hard (i.e alcoholic) seltzer brand taking on the big global players - Topo Chico (Coca Cola Company), Somersby (Carlsberg), White Claw (MABI).

The name, the brand language and the packaging design perfectly captured its youthful, energetic, challenger spirit. Now it needed a communications strategy and campaign to drive some business results. 

Our job was to discover a compelling brand positioning and create brand communications that would more effectively re-launch it in the worlds’ most effective and efficient test market – Singapore, to see how we could boost awareness, trial and increased distribution.

We turned Jiggy’s lack of awareness into its greatest strength. An exclusive party-starter for those in the know. Our strategic proposition - so exclusive, it’s elusive - led us to create a tongue-in-cheek launch that became the talk of the town - especially amongst the taste-makers we were after.

And we let the bigger competitors to do our heavy lifting for us and educate the market about hard seltzers. Under their very noses, we prioritised stealing market share - through a social and on-premise led campaign, supported by sales assets to widen distribution.

In the 2 month campaign period, we tripled distribution, including getting it on the shelves in Singapore’s biggest supermarket chain, we created a 51% increase in online purchase and doubled our fans on Instagram. That’s Jiggy!