I am one of the founders of Kalli Marshall Agency (now on hiatus), and I did this work there as social media specialist.
By Made Mahardika, founder of Sreative.
Hard seltzer — Bali, Indonesia & Hong Kong
Everyday Weekend
No room of its own, so it borrowed fifteen.
Everyday Weekend is a premium hard seltzer built around beach culture and a line about your weekend starting here. Founded in New Zealand in 2020, it now trades across six markets, and Indonesia was the one still being opened.
A drinks brand has no venue to photograph and no dining room to fill, which removes almost every tool the rest of this site relies on. What it has instead is other people's rooms — so the work is a roster: fifteen negotiated venue and festival partnerships, each one produced as its own small campaign with its own creative, guest list and exposure report.
A drinks brand is measured in rooms, not followers
There is no venue to photograph and no dining room to fill. The whole programme is getting the can into places people already go — which means the numbers that matter are markets, partners and placements.
- 6markets live across Asia-Pacific
- 15venue & brand partnerships produced
- 2medals at the Global Spirit Masters 2023
- 456+cans placed through sponsorship in 2024
Figures from the Kalli Marshall Agency multi-market case study for this retainer.
Six markets, one weekend
Founded in New Zealand and rolled out across Asia-Pacific market by market. The Indonesian launch — Bali first — is the one this engagement ran end to end, alongside Hong Kong.
- New Zealand
- China
- Hong Kong
- Singapore
- Taiwan
- Indonesia
The can is the campaign
Two variants, and both sides of each one earn their space: the front is a wordmark set vertically so it reads on a shelf and in a hand, the back is a full illustrated panel that only exists to be photographed. Lime & Soda took Master and Mango & Passionfruit took Gold at the Global Spirit Masters 2023 — the only claim on the page that came from a jury rather than a report.
15 rooms to be in
Beach clubs, rooftops, restaurants, a motorcycle shop, two festivals and a spa. Each name is a negotiated placement with its own creative, its own guest list and its own exposure report — the roster is the deliverable, not a logo wall.
- Luigi's
- Motel Mexicola
- Sol Rooftop
- Ulu Cliffhouse
- Deus Ex Machina
- Atlas
- Bricklane
- Le Bajo
- Savaya
- Potato Head
- TRM Hospitality
- Thrive
- OURS Spa
- Sunken Festival HK
- Bali Ocean Week
Every partnership is its own small campaign
Bespoke creative, an influencer and media guest list, a branded activation on site, then a post-event exposure report. Six of them, described exactly as they ran.
EW × OURS Spa — Girls Club
An influencer wellness evening with product seeded straight into the pedicure stations, and lifestyle content from every attending KOL.
EW × Savaya
A custom-branded bakso cart and beach-umbrella activation built for the venue's launch weekend.
EW × SGA × Le Bajo
A ticketed DJ takeover — PNNY x Full Moon — co-promoted with Something Good Agency, with VIP gifting for 40+ guests.
EW × Thrive Events
Official drink partner for the Taste of Bali Food, Wine & Beer Festival at Finns Recreation Club.
EW × Luigi's × Motel Mexicola
Co-branded creative pairing the can with the venues' own menus for a joint social push.
EW × Higher Self × Sol Rooftop
Co-branded beachfront DJ nights, seeded across both the venue's and the agency's channels.
What one of them looks like on the ground
Guest list, run sheet, branded decor and signage, a bar stocked with nothing else, and a photographer briefed before the doors open. 9 frames from a single activation, running from the afternoon through to the floor — the arch over the DJ booth is the brand's own signage, built for the night rather than stuck on it.
Where it got written up
6+ trade and lifestyle features across Bali, Jakarta and Hong Kong, on top of sustained creator seeding in all three cities.
- The Drinks Business
- Food Navigator Asia
- Timeout Asia
- HK Clubbing
- Foodie
The roster is the brand.
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