WHIPSHOTS
Patti’s Good Life “Holiday Harmony”
The Challenge
Ahead of the holiday season, R&CPMK was tasked with expanding Whipshots’ audience and solidify Whipshots as a holiday staple by leveraging a new social campaign with Patti LaBelle’s lifestyle food brand, Patti’s Good Life. Whipshots developed a 7-episode, sitcom-style social campaign starring Cardi B and Patti LaBelle gathering around the Thanksgiving table and sampling different flavor combinations of Whipshots with Patti’s Good Life desserts.
In addition to creating widespread buzz around the social campaign and limited-edition Pumpkin Spice Whipshots flavor, R&CPMK was responsible for securing an exclusive joint interview between the two music icons to kick off the campaign and distributing a media mailer pairing the products.
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Earned Media Placements
1.4B
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Exclusive Interview with People Magazine
The solution
R&CPMK secured an exclusive joint interview between the two music icons with People.com, offering the reporter a behind the scenes view into the shoot capturing the Cardi and Patti’s authentic relationship. Timed to the publishing of the exclusive and the social rollout, R&CPMK sent targeted media mailers to lifestyle and entertainment reporters to garner added social engagement, and editorial interest and awareness around the campaign.
The impact
The R&CPMK team kicked off the Whipshots x Patti’s Good Life campaign with an exclusive joint interview between Cardi B and Patti LaBelle on People.com, resulting in mass media attention and subsequent coverage in top outlets including Access Daily, Billboard, BET, Campaign US, E! Online, Essence, VIBE, and more. Fans across the country shared their winning Thanksgiving dessert combinations featuring Patti’s Sweet Potato Pie and Whipshots across Instagram and TikTok, showing immense enthusiasm for the iconic matchup between Cardi and Patti.