The Island of the Squeezed

Garage is a leader in the fruit beer segment in Belarus. At the same time, the fruit beer segment in Belarus has been actively growing. More and more competitors are entering the market — in the past two years alone, at least seven hard lemonade brands have appeared. Many of them compete through price dumping. In 2025, we launched Cocktail Collision: three tropical flavors blending classic cocktails with unexpected fruits. Strawberry Margarita, Dragon fruit Mojohito, and Sun on the Beach with passion fruit and chili.

Проблема

Our task was to launch a promotion for Garage’s new ‘cocktail’ SKUs. These are new and more complex flavors, unusual for the brand. In addition, the Belarusian market has many legal restrictions, so all low-alcohol brands use the same ‘loopholes’ in their communication. Standing out under these conditions is extremely difficult.

Решение

To promote the tropical cocktail novelties of Seth & Riley’s Garage, we created a pseudo-reality show — THE ISLAND OF THE SQUEEZED. (local wordplay, that means ISLAND OF THE SURVIVORS) We created a parody of Island of the Survivors to connect with Gen Z, who struggle with the pressures of adult life. And if you have to burn, then definitely not in deadlines! Popular Belarusian Gen Z bloggers starred in the show, which premiered on their Instagram accounts. Each episode mixed absurd ‘survival’ tasks with tropical puns to showcase the new Garage flavors. It was extremely hot! Bloggers' heels were burning, they were rocking, arguing, blowing up… MATTRESSES, cheating — doing everything to squeeze and make it to the finale! The campaign’s main eye-catcher was a bright mattress with the show’s title, featured in outdoor, banners, stores and OLV. To build even more buzz, before the premiere bloggers posted “sunburnt” teaser photos and videos on Instagram. Of course — they got roasted by the island sun! On TikTok, we ran a survival campaign in true TikTok style. A new set of bloggers (different, but just as popular) shared absurd survival tips, showing how Garage helps in any situation.

Результаты

INSTAGRAM MEDIA RESULTS
Views: 6 732 896
Reach: 3 796 703
Organic Reach: 607 892
ER: 7%

TIKTOK MEDIA RESULTS
Views: 6 169 831
Reach: 3 988 393
Organic Reach: 895 000
ER: 18%

Market results and brand health metrics
will be reported at the end of Q3.