Vodka Mudshake

We turned a drink into a declaration—crowning Vodka Mudshake the unapologetic queen of pleasure in a world too full of guilt.

Vodka Mudshake: The Great Filter Liberation

Client Category
Food & Beverage · Alcohol · RTD Cocktails

Services Provided
Brand Strategy · Campaign Creative · Digital Content · Social Media · Influencer Strategy · Photography & OOH · Positioning & Messaging · Media Strategy

Business Challenge

Vodka Mudshake was a delicious dessert-in-a-glass —
but in a world obsessed with curated wellness and filtered perfection, indulgence had become a guilty secret.

Consumers loved the product.
But they drank it privately…
quietly…
almost shamefully.

The brand wasn’t fighting taste objections.
It was fighting cultural judgment.

To grow, Mudshake needed to break free from guilt culture and reclaim indulgence as a form of self-expression — not an act of apology.

Strategic Insight

Consumers didn’t just want sweet cocktails.
They wanted permission.

Permission to:

• enjoy without guilt
• indulge without shame
• be imperfect without filters
• have a little fun without explanation

Our breakthrough insight:

In a filtered world, authenticity is the ultimate luxury.

Mudshake didn’t need to follow Instagram perfection culture.
It needed to actively rebel against it.

Creative Solution

We built a cultural movement that celebrated real pleasure, real moments, and real people — unapologetically.

“Embrace the Non-Filtered Life.”

A rallying cry against curated perfection and a celebration of dessert-driven indulgence.

Reality Celebration Content

• Hero moments like Book Club, Brunch Confessions, Midnight Treat
• Real people enjoying Mudshake without shame, filters, or apology
• Elevated dessert decadence delivered with humour and confidence

Creator Alliance Building

• Dessert, lifestyle, and cocktail creators turned into #MuddyPleasures ambassadors
• Authentic content + real recipe takeovers
• Human-first storytelling, not influencer perfection

Visual Decadence Revolution

• Dripping-rich dessert imagery
• Social + OOH + retail that made restraint look boring
• A visual system that leaned into indulgence instead of hiding from it

Cultural Movement Creation

• #MuddyPleasures encouraged fans to share unfiltered moments of joy
• Built a community around authenticity, not aspiration

Guilt-Destruction Messaging

• Witty, sharp copy dismantling guilt culture
• Reframed Mudshake as a bold statement of self-acceptance

We didn’t just tell people to enjoy Mudshake.
We gave them the permission they were craving.

Results

📣 30M+ impressions across paid, owned, and earned channels
📈 25% surge in monthly volume during the campaign
🔥 20-point lift in unaided awareness among the core demo
📸 100K+ #MuddyPleasures posts — a user-generated celebration of indulgence
🏆 Coverage in top lifestyle + beverage publications

Mudshake didn’t just win share.
It won hearts.

Category Takeaway

In a culture addicted to filters, the brave brand is the one that celebrates reality.

Vodka Mudshake reclaimed its place by transforming indulgence into authenticity — proving that when you give people permission to enjoy what they love, they reward you with loyalty.

That’s how Mudshake became the King of Unfiltered Indulgence.

Brands that stop apologizing for pleasure become the ones consumers defend with pride.