Emoji Smoothie
Challenge

One blender. Eight hours.
2,024,758 possible combos.

CLIENT: KitchenAid Canada
AGENCY: Zulu Alpha Kilo
YEAR: 2017
ROLE: Concept, Copywriter, Creative Director

With a 3.5 Peak Horsepower motor, the KitchenAid Professional Series Blender is the most powerful blender on the market. So when it comes to powering through even the toughest ingredients, the Professional Series is more than up to the task.

But every blender says it’s powerful. Some competitors have even tried to prove they can blend a whole bunch of stuff nobody will ever blend – from iPhones to tire repair kits. We wanted to prove our worth through scenarios real people can and should try at home. Deliciously silky, smoothies and soups.

Of course, we still wanted to have some fun and engage the audience in the test. A scan of the digital landscape revealed three trends to build from – the proliferation of smoothie challenges on YouTube; the popularization of Emojis as part of everyday speak; and the emergence of Facebook Live as a platform for real time, two-way connection.

And that’s where the idea of the All-Day Emoji Smoothie Challenge was born. For a full 8 hours, we put the power and endurance of the Professional Series Blender to the test over and over with ingredients for each and every smoothie determined by the food Emoji combinations submitted in the comments section of the live stream by audience members watching at home.

With smooth jazz to set the mood and commentators improvising the play-by-play for the entire course of the day, we blended nearly 200 unique emoji-based smoothies, generated nearly 1,000 live video engagements and reached an initial live audience totaling over 96,400 impressions.