The X.B story is unusual. The idea of making and selling a new premium drinks brand based on the historically successful ‘Sex on the Beach’ cocktail was proposed by a private investor in December 2011. At that stage nothing at all existed. Within five months X.B – a mix of orange, cranberry, peach and grape blended with smooth triple distilled grain vodka – had been successfully produced and launched in May 2012 by WW at the Cannes Film Festival, to great acclaim with celebrity packed events in the leading Riviera nightclubs.To promote the brand along with the X.B launch events a strategy focussed around social media was used. Facebook, Youtube, Twitter and Instagram were all used to create a dialogue with followers,
showing X.B being enjoyed at events with the pop-stars and at the beaches and pools throughout the world, in order for them to ‘Like’ as well as comment.To encourage engagement through these channels WW created sub brands and imagery of X.B cocktails as well as lifestyle imagery of desirable X.B people enjoying the beach and the clubs. Both these mini-campaigns had significant success with many posted images and 1000 ‘Likes’ from their 50,000 followers at the time.
X.B won the ‘Best New Brand 2012’ award at the recent MICS awards in Monaco. It has now been launched in Paris, London, Madrid, Ibiza and the US and is expanding across France in 2013/14.