The Problem

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How do you make a new product feel like a cultural moment?

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House of BNG was introducing BNG Mimosa into a highly competitive premium lifestyle space. The challenge was to move Mimosa beyond being simply another product launch and establish it as a desirable part of South Africa’s modern luxury and celebration culture.

The campaign needed to build anticipation, create meaningful cultural relevance and generate enough social and earned conversation to position Mimosa as a lifestyle, not just a drink.

 

Our Approach

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We turned a product launch into an experience people wanted to be part of. We developed The Retreat at the House of BNG , a six-month integrated campaign designed to build desirability through culture, creators, experiences and conversation. Rather than relying on traditional product communication, we created a journey across five phases:

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1. Seed: Six creators introduced BNG Mimosa through authentic taste tests and unboxing content.

2. Spark: Strategic partnerships and experiential moments created cultural relevance, including the Because We Said So Galentine's Brunch.

3.Build anticipation: Bespoke influencer press drops, brand social and media pitching created FOMO ahead of the Retreat.

4.Experience: A luxury retreat brought together creators, media and tastemakers for an immersive BNG Mimosa experience in Franschhoek.

5.Amplify: Influencer content, earned media and strategic partnerships extended the story beyond the event itself.

 

The result was a campaign built around modern luxury, celebration, wellness, education and community — giving audiences multiple reasons to engage with BNG beyond the bottle.

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Our  Results

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15M+ impressions , 13+ earned media placements. One lifestyle proposition.

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The campaign delivered against its core objectives, building both cultural relevance and commercial momentum for BNG Mimosa.

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