Submitted by PrettyGreen

Innocent Spicy Shots TikTok Launch

Influencer Marketing

PrettyGreen partnered with TikTok creators on a cryptic bait-and-switch tease that launched innocent £1 Ginger Shots at Costa, with the agency reporting 2.23M total video views.

2.23MTotal Video Views
49K+Engagements
3,000Clicks to Costa
97%Positive Sentiment

Case in 60 seconds

innocent wanted to launch £1 Ginger Shots with cultural clout on TikTok while driving trials at Costa, which meant making a wellness product feel chaotic, comedic and culturally relevant, then translating online buzz into in-store purchases.

The campaign turns on curiosity rather than health claims, because a TikTok audience will chase a teased scandal about something spicy far more readily than a calm wellness message, which is the reading the page frames as proof that wellness need not be serious.

The organizing thesis was to turn wellness into mischief, hinting at an X-rated online launch so that the reveal of ginger shots at Costa landed as a joke rather than an advert.

PrettyGreen partnered with TikTok creators who teased the launch of something spicy through cryptic countdowns and mysterious announcements hinting at an X-rated online launch, before a bait-and-switch reveal gave away the truth, ginger shots at Costa.

PrettyGreen reports 2.23 million total video views, 49,000+ engagements, 3,000 clicks through to Costa and 97% positive sentiment in comments, which the agency presents as a TikTok-first launch that drove cultural conversations and real-world action.

Strategy Breakdown

TikTok users, whom the page calls the internet, reached online with the aim of driving them to trial ginger shots in store at Costa.
The work played on the gap between wellness, which is usually presented as calm and serious, and the appetite on TikTok for chaos and innuendo, so the teased X-rated launch borrowed the register of the platform rather than the category.
Wellness products are sold on calm, so PrettyGreen needed a £1 ginger shot to feel chaotic and comedic enough to earn cultural clout while still driving trials at Costa.
innocent played the mischief-maker that trolled the internet, which let the brand keep a cheeky tone while the reveal handed the payoff to an in-store product rather than an online one.
Cryptic countdowns created an open question, and the reveal answered it with a place to go, Costa, rather than a message to absorb, which is how the page connects online buzz to in-store action.

Creative & Execution System

Assets & channels

  • TikTok

Partners

  • PrettyGreen

Results & Evidence

MetricValue
Total Video Views2.23M views
Engagements49K+ engagements
Clicks to Costa3,000 clicks
Positive Sentiment97% positive sentiment

Why PrettyGreen's strategy worked

  1. 1

    A bait-and-switch tease gives a low-drama product a story to be revealed into, because the gap between the implied scandal and the actual ginger shot becomes the joke that viewers engage with rather than scroll past.

  2. 2

    Pairing a TikTok launch with a named retail destination gives the attention somewhere to go, so PrettyGreen could report clicks through to Costa alongside video views rather than awareness figures alone.

  3. 3

    Comedy lets a wellness brand step outside its category's calm register without alienating people, which the page links to 97% positive sentiment in comments rather than backlash at the trolling.

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