Experience · ROOTS
Project Miller: Activating the Senses
Driving awareness for a new product, without ever naming the brand. An unbranded, multi-sensory cocktail experience built around Korean bamboo charcoal.
- 1.2M Facebook reach
- 235K Influencer reach
- 40,000 Website reads
- 8 Media attendees
The Challenge
Awareness, without the brand.
The brief was unusual: create an activation campaign to drive awareness for a new product without ever mentioning the brand itself. The product’s hero ingredient, Korean bamboo charcoal, was unfamiliar to the Malaysian market, making the storytelling job harder still.
The Solution
A taste of the unfamiliar.
Using social listening and Facebook Insights to map the audience, ROOTS built a multi-channel strategy around an unbranded, bamboo-charcoal-inspired cocktail experience, staged in partnership with Malaysian bars and speakeasies. Design cues subtly mirrored the product packaging, Malaysia’s top bartenders served the drinks, and influencers, KOLs and media amplified the moment.
The Impact
A sensory campaign that travelled.
The activation reached 1.2 million on Facebook and a further 235,000 through influencers, drew 40,000 website reads, and earned digital and print coverage from eight attending media, all without naming the brand once.
Awareness for a product nobody could name, built one cocktail at a time.
