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.
Content focused on iconic, relevant cultural themes – positioning Welch’s Energy as authentic to the community.
Conversation & engagement on social was led by our account managers who lived in the communities and were part of the cultural fabric.
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.