TURNING RETAIL PROMOTION INTO A BRAND MOMENT.

The challenge:

Support OxyShred’s expanded ranging in Woolworths with a campaign that turns a standard retail offer into something people would notice, talk about and actively want to take part in.

The strategy:

Create a collectible, surprise-and-delight mechanic that generates online hype and demand and drives in-store activity.

The execution:

Leaning into the cultural momentum around blind boxes, collectables and the Labubu-style “which one did you get?” trend, the campaign introduced OxyShred Blind Boxes - a gift-with-purchase mechanic where shoppers could purchase 3 OxyShred products for $10 and redeem their receipt to collect an exclusive OxyShred keychain.

With multiple keychain designs available, including a rare limited-edition version, the activation tapped into the excitement of unboxing, collecting and chasing the “special” one. It gave the Woolworths promotion a reason to live beyond the shelf, creating social conversation, creator content and consumer participation.

The campaign came to life through an OxyShred Mart activation in Woolworths shopping centres, supported by a digital-first creator rollout. PR boxes were sent to creators to unbox their keychains and build hype online, while creators were also sent in-store to collect their own blind boxes and document the experience for their audiences.

The results:
The campaign drove strong online excitement, created social-first content beyond standard retail messaging and supported strong sales uplift during the activation period. The concept has since become a repeatable activation model now being explored in other markets.

Why it worked:
The campaign turned a sale mechanic into a cultural hook. By layering a current social trend over a retail promotion, OxyShred gave consumers more than a reason to buy - it gave them a reason to participate, post, collect and come in-store.