Vibe By Ariana

Gen Z doesn’t choose drinks based on tradition or routine—they choose what fits their vibe in the moment. But Ariana Radler, despite its refreshing taste and 0% alcohol content, wasn’t vibing with them. So, we didn’t just rebrand a drink—we created a revolution.

Enter Vibe by Ariana—a bold, unapologetic rebrand of Ariana Radler, designed for Gen Z’s world. A drink that doesn’t ask, “What do you want to drink?” but “What’s your vibe?”. With aesthetic packaging, a social-first strategy, and real-life activations, we translated Gen Zs culture, language, and energy into an irresistible brand experience without sounding ‘cringe’ (9 out of 10 Gen Zs vibed with it).

And we did something unthinkable in Bulgaria, a market ruled by TV, —we launched a new product without a TVC. No traditional ads, no forced messaging, just a social-first, culture-driven campaign led by the voices Gen Z actually listens to. Some might say we worked with three influencers—we say we collaborated with cult-like generational heroes and actual divas.

From a disruptive digital takeover to immersive BTL activations, Vibe by Ariana didn’t just show up—it took over. The results? Explosive engagement, a 15%+ engagement rate, 15 million impressions, and a whole new way to choose a drink.

If this sounds like too much—okay, boomer. We’re just getting started.