La Mascara Beverage Co.

The La Máscara product range offers all natural, ready-to-serve and ready-to-drink alcoholic beverages made in Australia from premium ingredients.

La Máscara Beverage Co.’s unique marketing opportunity stems from the company’s inception and development being one of the main story lines belonging to celebrity and brand ambassadors, Ben and Jackie Gillies on the hit reality series airing on Foxtel, the Real Housewives of Melbourne. Folklore has provided La Máscara Beverage Co with expert marketing and media advice, branding and design and production services, as well and traditional and social media content and account management, product development and launch events.

/ Research
/ Brand Strategy
/ Brand Positioning
/ Brand Identity Consumer & Corporate
/ Product Development
/ Packaging Design
/ Stationery
/ Website Design
/ Copy Writing

New Look Campaign

Folklore conceived and implemented this multi channel campaign based on a national competition to find a model ambassador for “The New Look of La Máscara”.

The campaign featured as Ben and Jackie Gillies’ story on The Real Housewives of Melbourne (RHOM) season two, and Folklore produced an independent web series covering the competition that aired concurrently with RHOM episodes.  Folklore delivered all aspect of the campaign and secured co sponsorship from Giant Management, Redken NYC, Maybelline New York, Elle Louise Clothing and RMK shoes.  The competition earned national media coverage in print, tv, radio and digital.  With thousands of entries, over 115,000 impressions per episode and a huge growth rate on La Máscara social media accounts, the series was a massive hit and delivered strongly on all ROI markers.

/ Web series production
/ Branding
/ Creative Direction and styling
/ Website Design
/ Copy Writing
/ Press and Media Relations
/ Competition and Talent Management
/ Contract Negotiation

High Tea Launch

Folklore conceived and delivered the La Máscara High Tea Garden Party to launch its new range of Vodka Ice Tea’s and announce the winner of its model search competition.

Directors Ben and Jackie Gillies hosted the glamorous garden party at Rippon Lea Estate, which was styled and managed by Folklore.  A lavish oversized pop-up invitation was sent to VIP guests, winning screen time on RHOM.  Guests were invited to sip Lemon and Vodka or White Peach and Vodka High Tea and enjoy party games and a retro rocker menu.  Badminton champs hit it out on the court, dj’s kept the mood lifted and Happy Camper Pizza served delicacies from their airstream van while the crowd frolicked in the sun.  Pétanque anyone?

/ Event Management
/ Livery
/ Styling and Creative Direction
/ Media and Social Media Management

La Máscara Social Media

Folklore provided La Máscara Beverage Co with a standout social media strategy and an efficient and cost effective method for growing the small company’s social presence through influencer content, responsive content pillars, and on trend content generation.

With La Máscara and related social media accounts reaching 240K followers during Folklore’s engagement period, targets were set and then blown out of the water!  Significant gains in raising the brand’s profile were achieved through strategic programs delivered across multiple channels and platforms, designed to generate brand awareness, build audiences and drive larger business goals.

/ Social Media Marketing
/ Digital and Content Strategy
/ Digital and Social Advertising
/ Content Creation
/ Moderation and Management
/ Analytics, Metrics and Reporting

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