AA Drink


AA Drink wanted to build awareness and boost sales for its Isotone sports drinks during the FIFA World Cup 2018.

Dries Mertens


We created the “Future World Champion” campaign with Dries Mertens as selected main ambassador, a 360° activation plan with digital content and storytelling, a digital contest and a strong field sales presence. By buying AA Drink in your local store, you could win a sweat activated t-shirt. When sweating in this shirt, a message appeared. Depending on the message, you could win a meet & greet with Dries Mertens or a signed shirt.

The in-store activation was backed up with a big social media campaign: we created engaging digital content of the AA Drink ambassadors David Goffin, Pieter Timmers, Sven and Thibau Nys sporting and sweating in their sweat activated t-shirts. On top we also shot digital content with Dries Mertens linked to the performances of Belgium during the FIFA World Cup 2018.

Sven & Thibau Nys


This 6 week activation campaign lead up to a substantial increase of AA Drink sales, more than 12.500 contest participants, 5,4 million social media impressions and 850.000 video views.

Dries Mertens

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