THE CHALLENGE/OUR APPROACH After Shock is the UK’s number one alcoholic shooter brand. The challenge was to move the brand image forward on three key dimensions amongst current shooter drinkers, aged 18-25: 1. Create nights to remember; 2. Be genuinely different; and 3. Communicate that After Shock was the Original Shooter. piranhaKid teamed up with music and comedy channel PLAY UK to create a unique comedy clubbing tour. The best comedians were joined by top DJs and celebrities performing bizarre stunts. RESULTS Over 70 pieces of branded coverage, including Heat, Daily Star, Front magazine, NME, Big Issue plus BBC Liquid News and Galaxy radio stations. The brand image messaging was effectively communicated in the coverage.