CRUEL partnered with Schweppes Canada and lg2 to execute a nationwide grassroots sampling campaign aimed at increasing brand visibility, promoting Schweppes Ginger Ale, and engaging with the community through partnerships with mixologists, artists, and content creators, as well as a vibrant network of restaurant partners.

The campaign kicked off by forming tactical partnerships with over 50 culturally significant restaurants for distributing Schweppes product samples with takeaway orders. Following this, CRUEL assembled a roster of prominent mixologists and artists from across Canada to create custom-made cocktails inspired by Schweppes products. These cocktails, in turn, inspired the creation of unique artworks reflecting the essence of 'effervescence'. Details of each collaboration were promoted across owned and paid digital and social channels, and featured both photography and video content, with commercial production led by CRUEL.

The campaign led to a significant sales increase of Schweppes Ginger Ale in key markets. It also resulted in over 5 million impressions across digital and social platforms, effectively amplifying the brand's visibility and market presence. The combination of strategic partnerships, creative engagement, and social media promotion led to a successful campaign that elevated Schweppes' brand recognition and product sales, helping the brand connect with contemporary culture and younger consumers.