A Real Prank - Hidden in Plain Sight
Budsy is a water pipe disguised as a simple water bottle. It’s a playful experiment turned real product that we launched on April Fool’s Day. The back-story was that Kevin (Puffco’s events director) pursued this project without Roger (the Puffco CEO) knowing until he eventually found out during launch. The presentation was delivered seriously in a well-produced, keynote style video that blurred the lines between what is real and what is comedy. We even satirized our own branded launch style in the process, nothing was off limits.

Our consumers laughed at first, then scrambled to purchase the product that sold out in days after realizing it was real. Budsy is now a flagship Puffco product here to stay.

The next chapter
We continued the Budsy storyline for the Cupsy launch, starting with the rise and fall of “Roger” after tasting success, but feeling the pressure of having to deliver another product a year later. He passes out and wakes up to a conversation with his higher self (the real Roger) to seek wisdom. The entire piece is a journey for those who have been with us, while the launch video is approachable for everyone. Cupsy is a seemingly novelty item, but its design, build quality and function is far from it. Cupsy is mostly fun but also delivers on discretion for a community that often has to hide itself. The marketing mirrors this dance between playfulness and seriousness in tone and style.

Team
Kirk Summers (CD & CW)
Mo Carpio (P)
Kaitlynn Scannell (P)
Gabriel Bienczycki (Video & Edit)
Daniel Paris (AD)
Michael Corey (AD)