THE CHALLENGE

Kopparberg asked us to come up with an idea that would make them stand out in British summertime culture. Make Gen Z want to connect with the brand in a way that feels fresh, relevant, and unmissable. They asked for a disruptive, PR-led campaign that would sit naturally with Gen Z and encourage conversations beyond Kopparberg’s product. 

‍THE SOLUTION

Inspired by the viral rise of tooth accessories (Pinterest searches up 85% YoY; over 200M views for #toothgems on TikTok), this irreverent collab merged aesthetic cool with real-world utility, rooted in a classic summer problem: Gen Z are opening bottles with their teeth and chipping their teeth as a result. So we partnered with London based grillz maker Tuff Tooth to launch the world’s first limited-edition bottle opener grillz. 

We worked with the Tuff Tooth guys to create multiple designs that nodded to both Kopparberg’s most popular Strawberry & Lime flavour and the non-alcoholic range which has seen a huge growth in popularity in the last few years.

We recruited two powerful influencers to model the collection alongside the founders and creators of Tuff Tooth. This cemented them in Gen Z culture, fueling organic reach and appetite for the grillz. We also created single tooth caps that Kopparberg could giveaway on their social media channels, this further drove social conversations and tapped into Gen Z’s hunger for exclusivity. 

The campaign was backed by cheeky research into the chaotic ways people open bottles when caught short, from keys to teeth to bike pedals, sparking media pick-up and online conversation.

A scroll-stopping idea that made headlines, generated buzz, and firmly placed Kopparberg in the heart of Gen Z’s world—where fashion meets function, and no one’s left without an opener.

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THE RESULTS 

The Summer Smile campaign proved to be a standout success, generating 42 pieces of coverage across national, regional, lifestyle and trade media. This coverage reached an estimated 1.58 million views, with a total audience reach of 980 million, making it among one of the most impactful PR moments of the season.

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The campaign not only secured strong media interest but also laid the groundwork for a second wave of engagement through influencer partnerships. As influencer content began to roll out post-launch, influencers were gifted grillz allowing the momentum to continue to build, extending the campaign's reach well beyond its initial burst.

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