Deep Eddy Vodka x Assembly

Goal

Deep Eddy Vodka is an Austin,TX-based vodka brand known for its fruit-forward flavors and its focus on bringing people together for fun, social occasions. To kick off summer, Deep Eddy Vodka partnered with its agency, Assembly, to put its best-selling lemon flavor in the spotlight and drive broad awareness during peak warm-weather moments.

The team also saw an opportunity to build greater interest among younger legal drinking-age adults, particularly those ages 25-34, as the brand’s audience has historically skewed older. Deep Eddy Vodka needed a way to broaden its reach while making the brand relevant to this younger audience.

Solution

To bring the campaign to life, Deep Eddy Vodka and Assembly launched a multi-format Snapchat strategy anchored by a gamified AR Lens. Inspired by popular swipe-and-slice mobile games, the AR Lens invited Snapchatters to interact with playful lemon-themed creative, transforming the camera into an immersive brand experience that encouraged repeat engagement and sharing.

Always-on Snap Ads helped maintain consistent reach throughout the campaign, while Sponsored Snaps in the Chat tab added incremental scale and improved media efficiency. Together, the three formats gave Deep Eddy Vodka a presence across Snapchat’s Camera, Content, and Chat tabs, creating a cohesive experience across the platform.

The campaign also leaned into interests relevant to its target audience, including outdoor activities and social occasions. Bright colors and prominent product imagery carried the playful, summer-inspired look and feel of the AR Lens into the static creative, while scenes featuring water, a swimming pool, and a cooler in the park connected Deep Eddy Vodka with casual summer occasions.

Results

Deep Eddy Vodka’s multi-format Snapchat campaign generated 31 million impressions, delivering broad reach for their lemon flavor at the start of the summer season. ¹ By adding Sponsored Snaps and Snap Ads, the campaign improved CPM efficiency by 23%, showing how layering additional Snapchat placements can help brands reach more people more efficiently. ¹ The AR Lens helped extend the campaign's audience, driving 27% incremental reach in just 2 weeks. ¹

Together, the results demonstrate how combining immersive AR, Sponsored Snaps, and always-on Snap Ads can help brands scale awareness and improve media efficiency.