It’s giving… the brand collaboration of the summer.
Client
Echo Falls
Area
Consumer
The Challenge
Launch a high-impact, integrated campaign to promote a limited-edition Echo Falls pack, designed in collaboration with comedian, podcaster, and content creator GK Barry. With just a two-month window on shelves, we needed to generate buzz fast. The goal: drive immediate demand and sales among an older Gen Z audience.
Our Approach
We delivered a fully integrated campaign — from creative concept and talent shoot to PR, social content, and partnerships — designed to tell an authentic, channel-spanning story that resonated with GK Barry’s audience and reinforced Echo Falls’ cultural relevance.
At the heart of the campaign was a simple truth: Echo Falls moments happen where friendships thrive - at home, at uni, and always with your girls. We tapped into this insight to build a campaign with real emotional connection, brought to life through GK’s genuine love for the brand.
To take it one step further, we partnered with The Girlies Guide to host the launch event, putting the product directly into the hands of our audience and championing Echo Falls as the drink that brings new friendships to life.
"Working with Mercieca has been an absolute joy! They instantly got what we were trying to do—bring fresh energy to the brand, boost our relevance with new audiences, and do it all while staying true to who we are: fun, fruity, and full of personality. They moved quickly, brought great energy, and executed the campaign brilliantly, with just the right touch of creativity to make it all come to life."
Maggie Applegate
Senior Brand Manager
Results
Within the first two weeks of launching, we reached over 532 million eyeballs through consumer PR alone. This was driven by interviews secured in the Daily Mirror, the Daily Express and OK! Magazine amongst others, with the drink appearing across national newspapers.
Through our giftbox seeding, we secured 12 organic social posts with a reach of over 2 million. Creators described it as “the most insane PR package” with followers commenting on how they would love to receive one too!
Trade and marketing media remained engaged in the launch throughout July, landing 21 pieces of coverage, including The Grocer, Drinks Retailing News and Marketing Beat - a clear indicator that the partnership resonated not only with consumers but also within the wider marketing and PR industry.
