Case Study: Turning a Legacy Liquor into a TikTok Trend -“House Party with Mandalay Rum”
Long-standing brands don’t just need awareness — they need relevance. Mandalay Rum, Myanmar’s oldest liquor brand, sought to connect with a new generation of drinkers: Gen Z adults entering the market during a cultural moment defined by lockdowns and digital escapism.
Blink helped Mandalay Rum meet this next generation not at the bar — but on their smartphones.
The Challenge: Modernizing a Legacy Brand for Gen Z
Mandalay Rum enjoys iconic status in Myanmar, especially among older drinkers. But during the pandemic, as bars and venues closed, a different challenge emerged: How do you introduce a decades-old beverage brand to newly drinking-age Gen Zs in a meaningful way — without any traditional social touchpoints?
With TikTok rising rapidly during lockdown, the opportunity was clear: leverage the platform’s expressive, DIY culture to spark discovery of Mandalay Rum in a way that felt safe, social, and shareable.
The Approach: Spark a Safe, At-Home Celebration
In response, Blink created the “House Party with Mandalay Rum” campaign — a TikTok-first challenge grounded in lighthearted fun, peer celebration, and socially distanced good times.
We invited young drinkers to film and share moments from their own chill, at-home celebrations — raising a glass of Mandalay Rum in a creative “cheers.” Participants were encouraged to upload their content to both TikTok and Facebook to win branded gifts and recognition.
To fuel the launch and amplify reach, Blink partnered with two top female TikTok influencers, chosen for their massive male follower base — aligning the campaign’s tone with Mandalay Rum’s target demographic while subverting typical alcohol advertising tropes.
The campaign's concept — drink responsibly, party safely, and show off your own vibe — gave digital natives a fresh reason to celebrate an old-school brand.
The Results: Shifting Perception, One Cheers at a Time
The campaign significantly exceeded benchmarks for a first-time branded effort on TikTok, both for the Mandalay Rum brand and participating creators.
- 📈 300,000+ reach from cross-platform promotion (TikTok + Facebook)
- 💬 20,000+ engagements, with overwhelmingly positive sentiment
- 🎥 First-ever TikTok branded content from both partnered influencers
- 👥 High user engagement among Myanmar’s newly drinking-age, Gen Z audience
By creating a campaign that felt platform-native, socially responsible, and culturally relevant, Blink helped position Mandalay Rum not just as Myanmar’s oldest beverage brand — but as one that belongs in every new generation’s glass.