In a time when people were only going to Red Lobster for food-led events like promos or craving a specific dish, the brand needed to lean into more modern consumer-led occasions that inspire them to want a fun, yet fancy experience like Red Lobster’s. They needed to reassert their role as America’s elevated culture brand icon.
Our objective was clear: we needed to reach younger audiences and cement Red Lobster as the place to go whenever they wanna take their nights up a notch.
Prom is one of the fun and fancy occasions of the year, where teens get to drip from head to toe– breaking out their most glamorous gowns and sharpest tuxes. And Red Lobster was already one of America's most popular pre-prom destinations for high schoolers nationwide, with Prom making up 10% of total Red Lobster overall online conversation in 2022 (Net Base). So we set out to fuel the fandom and own the prom night dinner occasion once and for all.
If there’s one thing we’ve learned over years of hosting prom goers, it’s that nobody wants to mess up their Prom night drip with melted butter. So we invented the Red Lobster Prom Drip Bib– full-length bibs elevated with stain-resistant material and designed to be the perfect complement to your prom ‘fit. Durable, flowy, and butter-protected, this coveted garment ensured that Prom goers could now protect their drip from drip!
After building intrigue with teaser content, we dropped these “drip bibs” on Red Lobster’s social channels in limited quantities and made them available via a custom website.
The Prom Drip Bib "drip drop" was wildly successful, seeing inventory wiped out within minutes, racking up 1.3mm PR impressions, and capturing the attention of prom icons like Men’s Warehouse. Not to flex, but Trendhunter even rated our drip bibs a “10” at launch.
Prom-goers loved it so much that we had to release a second drop, which was gone in under 2 minutes. The Prom Drip Bib didn’t just become the must-have accessory for prom-goers in 2023, it helped cement Red Lobster as the preferred pre-Prom destination for teens everywhere. And we achieved it all with just a $30k total budget.
