
Welch's Energy
Project B.I.G.

EXECUTIVE SUMMARY
Welch’s new beverage - “Welch’s Energy” – was was different than anything the company has ever done. JetFuel was tasked with building relevancy amongst urban, multicultural consumers.
We built a cult-following on Instagram & FB, by creating and fostering relationships with rappers, pro athletes, and musicians.
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Content focused on iconic, relevant cultural themes – positioning Welch’s Energy as authentic to the community.
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Conversation & engagement on social was led by our account managers who lived in the communities and were part of the cultural fabric.
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Event activations were planned to integrate with iconic community moments in sports, music and art. These events were also leveraged as content generating machines for our social channels.

