Problem
Red Lobster has always been popular amongst an older demographic, but the brand needed to find a way to become relevant as a go-to option for a new generation.
Insight
Red Lobster is a top prom night dinner destination for high school students nationwide because of it’s fun, yet fancy experience - creating the perfect opportunity for the brand to cement its relevance with a younger audience.
Solution
We invented the "Prom Drip Bib”, a highly fashionable and functional full body bib to protect prom goers’ “drip” from drips. After building intrigue with teaser content, we dropped these “drip bibs” on Red Lobster’s social channels in limited quantities and made them available via a custom website.
Results
The drop sold out within minutes, twice (due to popular demand). The innovation picked up 1.3M PR impressions and scored 10 on Trend Hunter. And most importantly, we cemented Red Lobster as the preferred pre-Prom destination for teens everywhere.
Team
Strategy: Yours Truly
Creative Agency: Barkley