top of page
Absolut Logo.png

The Flager

Watch the campaign video

The Brief

Embed Frank's RedHot sauce into UK culture to help it become the number one hot sauce brand, whilst showcasing how it can kick any food occasion up a notch.


The Strategy

In summer 2024, we knew there was only going to be one thing on everyone’s lips, and research showed it also over-indexed with hot sauce fans… The Euros.

The Execution

We created The Flager...the spicy new way to enjoy your match day pint 🍺🌶️ ⚽! Lager, ice, Frank’s RedHot Sauce, and a squeeze of lime… It’s DOUBLE NAUGHTY 🍺🌶️


And who better to get people to try it than football hard man, and pub landlord, Danny Dyer.

After releasing the launch video on Frank's social pages the coverage rolled in, WhatsApp groups blew up and it was taste tasted live on TV.

Reaction


1M+ Organic Hero Video views


9.5% social engagement rate


40+ Pieces of Earned Media Coverage


154M+ Reach

Action


18%+ Uplift in UK sales following the launch


Number 1 Hot sauce 
in the UK 
as of July 2024!

Time Out AH.png
TimeOut.png

Ad of the Day: Danny Dyer introduces hot sauce and lager. Football’s new tipple? - The Drum

Learn More
Time Out AH.png
TimeOut.png

'This is bang on': British actor Danny Dyer launches new cocktail lager 'Flager'. - Daily Mail

Learn More
Time Out AH.png
TimeOut.png

EastEnders legends Danny Dyer and Ross Kemp at war over the 'perfect pint' - Daily Star

Learn More
Time Out AH.png
TimeOut.png

Frank's Redhot Sauce, 'The Flager' - PRWeek

Learn More
bottom of page