Creator-led product launch, digital-first hype and real-world activation.

The challenge:

Launch OxyShred Energy’s 500ml can into a competitive energy category and create a moment that cut through beyond standard product messaging into new audiences.

The strategy:

Build a campaign around scale, strength and spectacle - using creator-led storytelling, experiential content and paid amplificatoin to make the launch feel bigger, more culturally visible and more memorable.

The execution:

The Jaden Laing x OxyShred Energy launch was built around a simple idea: every real-world activation should also be a content creation opportunity.

As the anchor creator for the 500ml OxyShred Energy launch, Jaden already had strong credibility with his community. The strategy was to build on that connection and turn the release of Jaden’s Island Punch into a launch moment people would want to watch, share and be part of.

The campaign began digitally, using Jaden’s content style and community to generate early product awareness and hype. His audience was invited to create and share their most creative reviews of the flavour, driving true UGC and millions of impressions before the real-world activation even took place.

To bring the launch into the wild, Jaden pulled a 17-tonne truck at Sydney Motorsport Park, with a six-metre inflatable Jaden’s Island Punch can tied to the back. The visual was designed to be instantly scroll-stopping - a physical stunt with a clear social hook, built to cut through in-feed and create content from every angle.

Creators were invited to attend, capture and share the moment, extending the campaign beyond brand channels and turning the activation into a wider creator and community-led content moment.

The result:

• 120M+ impressions across TikTok and Instagram

• 63 UPSPW within the first 4 weeks of launch

• 11.4M creator-led impressions during the campaign period

• 300+ content pieces generated

Why it worked:
The campaign connected creator credibility, community participation and a real-world stunt built for social. By designing the activation as a content engine, the launch moved beyond a product announcement and became a shareable brand moment.