Redefining launch moments with a playful twist on product leaks

VML turned a spoiler into storytelling with the "Surprise Ruined" campaign for Mezzo Mix’s limited-edition flavour Berry Love. When a popular food influencer unintentionally leaked the relaunch weeks before schedule, the brand didn’t panic. It played along.

A fictional mega-reveal was born: dramatic out-of-home media, LED trucks and creator content all mourning the ruined surprise. What could have been a PR misstep became a celebration of shared humour and brand love.

By owning the moment with a wink, Mezzo Mix transformed disappointment into anticipation. The campaign generated over 12 million impressions, doubled engagement, and led to sell-outs in key regions. A spoiled surprise never tasted so good.

Mezzo Mix Surprise Ruined Case Study Outdoor FINAL
In today’s world, brands need to react at the speed of culture. The ‘Surprise Ruined’ campaign shows how real-time reactions can turn a challenge into cultural momentum.

Simona Suman

Chief Creative Officer, VML Germany

Mezzo Mix Berry Love, a beloved limited-edition cola mix flavor in Germany, faced an unexpected challenge when its 2025 relaunch was accidentally leaked by a social media influencer before the official announcement. In a crowded cola-mix market, this leak risked spoiling the surprise and weakening the launch impact. Mezzo Mix needed a way to turn this potential PR setback into an opportunity to engage and excite its audience authentically and memorably.

Germany has a strong cultural connection to cola mixes, especially in urban centers like Berlin and Hamburg, where local humor and self-deprecation resonate deeply. We saw the leak as a chance to create a real-time, culturally relevant campaign that would transform public spaces into storytelling platforms and turn a possible marketing mishap into a shared joke and community moment.

The “Surprise Ruined” campaign embraced the leak by imagining a wildly exaggerated, over-the-top launch that was “ruined” by the early reveal. Using witty long-copy messages on digital out-of-home screens, posters, and an LED truck strategically placed in iconic locations across Berlin and Hamburg, Mezzo Mix invited locals to be part of the joke. This playful approach sparked conversations, strengthened brand affinity, and built anticipation for the true Berry Love return.

The "Surprise Ruined" campaign quickly moved beyond traditional advertising, delivering remarkable results within weeks of launch.

Mezzo Mix's digital and outdoor activations generated over 44 million media and social impressions. Social posts featuring the campaign content achieved three times the usual engagement, sparking widespread buzz. Berry Love’s relaunch contributed to a 1.8% volume growth year-to-date, marking Mezzo Mix’s most successful flavour innovation in a decade. The campaign’s clever use of local landmarks and humour helped deepen brand connection in key German cities, amplifying anticipation and excitement across the market.

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Press

Wie Mezzo Mix eine PR-Panne in einen Erfolg verwandelt
WuV
Mezzo Mix's Real-Time Marketing Win: Embracing the Leak
LBBOnline

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