‘Cini DIRTY SODA

She’s sweet. She’s spicy. And she’s here to shake things up like a plot twist.

Dirty soda has taken over social media as the IT GIRL drink in Mormon culture and for anyone else who loves a little spicy drama.

So we decided to kick it up a notch by adding Papa Johns’ signature pepperoncini with Mountain Dew.

We rolled out tasty social content across brand channels, launched a microsite where cult followers could enter to win a kit, and partnered with influencers to sip and spill on all things dirty.

Got attention from: Fast Company // USA TODAY // Food&Wine // Parade // All Recipes // Eat This // Pure Wow // Yahoo // TV NEWS

Results I found in a deck:

• 825K owned and influencer impressions

• 3.6B+ earned impressions

• $218K social media value generated by influencer posts

Made at The Martin Agency
Group Creative Director: Mik Manulik
Art Director: Allison Farrell