I'm actually pleasantly surprised at how well the “Kegs for Pregs” campaign did. For those who need some context, it's a limited-edition, five-liter keg for expecting moms and the product sold out in 14 minutes. For something that's just 'expensive water', I find it hard to believe there was such a big audience. Was it the Kylie Kelce effect or the effectiveness of the campaign idea or plain product appeal? Would love your thoughts on this!

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I'm the audience lol. Preggers right now, and I can't explain it but I saw this video and immediately needed it for myself. I really think it's the comedic brilliance of the spot - a bouncer at the bar checks IDs not for age but to check that you're really pregnant, all the heavily pregger moms chugging out of the keg.. it just makes being pregnant. a lot more fun than it is, and trust me, it's hard to make it look fun.

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Usually the trick with “limited edition” things is that they make like five of them, so they instantly “sell out.” Because “LD sold out of its kegs in ten minutes” both projects success and becomes its own news story

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Yep. If you’re selling out in 14 minutes, you made a handful of them.

I love this and most everything LD does. They’re a beacon of hope in an industry that cares less and less about creative ideas. My one nit? When my wife was pregnant, she’d have to pee after having a tic tac. But still…super fun, jealousy inducing idea.

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