“We loved working with Sammy from the early days of taking Chilly’s online. Social media was instrumental to our growth, and the ideas and brand that we developed with Sammy still play an important role in our business today.” Tim Bouscarle, founder Chilly's Bottles
From 2017-2021 I worked with Chilly's Bottles and helped them to launch their products across the globe. As social was their only marketing avenue, it was super important we were fully utilising the platforms available and maximising revenue through thumb-stopping paid ads, beautiful product photography and memorable campaigns. In the time we were working with them, we took their social following from 8k to 250k, far overtaking their main rival S'well and establishing Chilly's as the market leader, all through smart creative strategy. Below is a look at some of the work.
Role: Creative Lead/Creative Strategy
During COVID, all Chilly's factories shut. It was my job to work out a way of keeping our community excited and engaged, during a time when they were unable to buy our products. We leant on our already established relationship with art and creativity, by launching #CreativesEverywhere a play on the now famous hashtag which I came up with #ChillysEverywhere. The premise was simple, here's a blank canvas a plain Chilly's Bottle, now let your imaginations run wild. The winner got their bottle made and got exposure across Chilly's extensive social community.
When we first started working with Chilly's one of our strategic objectives was to increase UGC and get people sharing snaps of their bottles. We needed a unique hashtag to do this. I came up with the line #chillyseverywhere as I felt the duality really made it land - you see Chilly's everywhere, you can take you Chilly's Everywhere. As a line of copy, it worked as a sign off on paid assets, and as a hashtag it worked a dream in terms of ramping up UGC. Years later it still gets regularly used today.
This particular brief came through when Chilly's told us they had secured multiple ad space and even bus wraps across East London (including the iconic Shoreditch space below). As their lead agency and myself as their Creative Lead, we were tasked to come up with ways to use it. My idea was simple but effective. Multiple coloured and designed bottles, all with the simple messaging '24 Hours Cold #ChiilysEverywhere'. Simple, direct messaging, coupled with the striking mix of bold colours and hero product shots really made this campaign land.
