Cult of pleasure


Case, Viral, Event, Digital

How does one create a secret society? Piece of cake. You only need to: create an attractive name like Cult of Pleasure; paper the city with posters hinting at the society; create an official website on which to share your pleasures; start a counter-blog with information and alleged recordings of rituals, generating noise and expectation; and finally, throw a massive party and reveal that behind the society is really the launch of Schweppes Spirit.

We created a secret society that worshipped pleasure, led by the grand master, a being that poured his hedonistic ideology over his subjects via the Internet. A website that evolved over time to become the most complete platform and benchmark for the world of pleasure in our country.