Hold My Drink X Minus 196

How we developed a bespoke branded podcast episode with Hold My Drink to promote Minus 196.

Objective

As a new product in the Irish market, Minus 196 wanted to explore podcasts as a way to connect with their target audience. The challenge was that showcasing the product was essential so audio alone wouldn’t deliver this.

Solution 

So, what did we do?

  • Branded Episode: Built around “Whole, Freeze, Crush” the product process.

  • Product Placement: Minus 196 cans featured throughout the recording to maximise visibility

  • Cross Platform Impact: Content extended across audio, video & social

  • Authentic Delivery: Charleen & Ellie loved the concept, delivering a natural, enthusiastic collaboration

Results

  • Instagram: Views: 578,998, Acc Reach: 326,651 Likes: 1,412

  • TikTok: Views: 87,300 Likes: 4,282

  • YouTube: Views: 98

  • Combined Total Views: 666,396

  • Combined Total Likes: 4,282

  • Episode Listens: 11,712 listens - 5,750 listening hours - 29:27 average time spent listening (out of 31 mins) 

Listen to the podcast here.

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