Raw C x Pistachio Papi: How a Viral Aussie Collab Took Over Social
Tags
Creative, Influencer marketing, Social Media
Simply click and drag your
cursor over a passage of
text from the article below
to tweet or share.
THE SITUATION
The moment UMM saw the Raw C × Pistachio Papi collab, we knew we needed an irresistible campaign to match the irresistible, how-is-this-even-possible product inside. But collaborating with two iconic Australian brands, each with a distinct identity, also meant crafting a campaign that perfectly blends and balances them.
View this post on Instagram
THE BRIEF
With Pistachio Papi already dominating the collab playground, this couldn’t feel like just another drop. Raw C had to stand as category disruptors, rewriting the rules of what was possible for coconut water. Everyone was hooked, with people drizzling, smothering, and dunking just about everything into Pistachio Papi, saying, “Man, I could drink this stuff.”
And that was it. Raw C were the first to make it happen, turning the cult-favourite spread into something actually drinkable.
View this post on Instagram
@jordseatsTrying pistachio papi’s new raw c coconut water♬ original sound – Jords Eats
Enter Sip The Spread. More than a tagline, this was a call to action. From droolworthy food photography, video production shoots, seeding boxes, PR, dynamic social content, Woolies in-store and HQ signage, —every touchpoint was designed to dial up the decadence and get people feverishly trying.
This was a highly anticipated launch involving a dynamic collaboration with the founders of Raw C and Pistachio Papi, Scott Mendelsohn and Mark Abelmalik, along with their marketing teams.
UMM was tasked with creative strategy and art direction, as well as full-service multimedia production, including all pre-production logistics (location scouting and talent procurement) and on-set execution. Custom content creation, community management and a large-scale influencer seeding campaign to a curated list of 73+ Tier 1 and micro-influencers.
We didn’t just bridge the brands, we created a moment you had to taste to join in.
@naturalrawc The TikTok girlies really are something else… 😘 @pistachiopapiofficial @woolworths_au #Rawsome #RawC #PistachioPapi #NewProduct #Woolies #RawCPistachioCoconutWater #Collab #WhiteChocolate #Pistachio #charlieandthechocolatefactory ♬ original sound – Raw C
RESULTS
All of it built to crack the FYP—and crack it we did. Keen to read our whole story with Raw C? Take a peek here.
- 48,000 cartons sold in week one—breaking Woolworths’ record for a coconut water launch.
- 1.93M impressions, 51.1K engagements (30.2K likes, 10K comments).
- Over 641 pieces of organic content created.
Ready to make your brand the next big thing? UMM can make it happen.
