Campaign Overview:
NotCo, a food tech company, uses AI to create plant-based alternatives. Their product, NotHangover, an AI-developed probiotic shot reducing hangovers by 70%.
Insight: Health-conscious ravers are drawn to products that support both enjoyment and wellness.
Big Idea: Beat the Hangover, Not the Fun.
Tagline: Rave On!
STRATEGY:
We drive awareness for NotCo’s NotHangover by embedding it into Gen Z and Millennial rave culture, positioning recovery as part of the experience.
The campaign blends digital, physical, and experiential touchpoints—from targeted ads in rave-related spaces and bold, psychedelic OOH to print framing the product as part of a “rave kit.”
We activate on the ground with pop-ups near campuses and commuter hubs, social “rave kit” challenges, and influencer “face the day” content showing real recovery. It culminates in a NotHangover-sponsored pop-up dome rave, making the product part of the culture itself.
