Work
innocent bring shots and a rave to the sauna
To launch its new range of wellness shots, dubbed "pocket-sized rocket science", innocent wanted to cut through the crowded functional drinks category with a launch that connected with consumers and was impossible to ignore.
We identified one of the biggest emerging cultural trends among young adults: the explosion of sauna culture. As wellness increasingly becomes the new social scene, we saw an opportunity to create a world-first style moment that perfectly aligned with the brand.
Ireland's first-ever Sauna Rave.
A high-energy, alcohol-free experience that fused wellness, music and community, reimagining what a product launch could look like and positioning innocent shots as the drink for a new generation embracing healthier ways to socialise.
Output
THINKHOUSE transformed a premium sauna into Ireland's first-ever Sauna Rave, inviting creators, media and wellness tastemakers to dance between sauna sessions, cold plunges and the DJ while sampling the new innocent shots range, which includes: Immunity Shot (ginger, turmeric), Fiery Ginger (vitamin C), and Wake Up (beetroot and caffeine).
The experience was designed to surprise and delight at every touchpoint, creating a highly shareable event that blurred the lines between a wellness activation and a cultural happening.
Leading wellness creator Niamh Cullen fronted the campaign as ambassador, authentically connecting the launch with audiences who balance fitness, health and vibrant social lives. Alongside the event, THINKHOUSE developed a playful rocket ship PR mailer inspired by the idea of "pocket-sized rocket science", introducing creators to the new range and building anticipation ahead of launch.
Outcome
By creating Ireland's first-ever Sauna Rave, THINKHOUSE elevated the launch of innocent shots beyond a product introduction. The campaign delivered 1.2 million total campaign reach across paid and organic social and got innocent shots in hand, sparked conversation and positioned innocent as central to Irish wellness culture.