The Combo with a Glass is an annual “Vkusno – i Tochka promotion” designed to increase combo meal sales. For a small additional charge, customers can add a branded glass in one of four colours to their combo. The glasses are available exclusively with a combo and cannot be purchased separately. The promotion is highly popular with customers, and the glasses have become collectable items. This year, to celebrate “Vkusno – i Tochka” anniversary, the brand released a unique collection of colour-changing aluminium cups – a format never previously offered by either “Vkusno – i Tochka” or its competitors.
Problem
Unlike “Vkusno – i Tochka” classic glasses, this year’s edition introduced a new feature for the first time: the glasses change colour when filled with a cold drink. This added functionality inevitably made the glass (and therefore the combo) more expensive. That's why it was essential to demonstrate the feature as clearly as possible and generate excitement around it, turning its magical wow effect into a powerful purchase driver that justified the combo’s higher price.
Solution
To show the cups in action, we created an “Ice Unboxing”: influencers received ice blocks of different shapes with our cup frozen inside. Getting it out was no easy task: they had to find unconventional ways to “unbox” it, from smashing the ice with an axe to melting it over a barbecue or placing it in a bath of hot water. This created eye-catching social media content while clearly demonstrating how the cup changed colour depending on its temperature.
Results
The unboxing videos generated a total of 34.3 million views: Paid placements with VK influencers delivered 5.7 million views (10 times above target) with a CPV of RUB 0.77 (10 times lower than forecast). Three VK Clips went viral, each reaching 1 million views against a forecast of just 20,000–70,000. Unboxing videos from our PR seeding to bloggers and Telegram channels generated an additional 3.4 million earned views. Content on our owned VK channels delivered 14.9 million paid views through promoted posts and clips, plus 10.3 million organic views.
