Weeks 1-3
OUT OF HOME FIRST
White nights, padel courts, sport clubs and cinemas. The long Zylaaaaaaaa, no shelf yet.
The launch
ZYLA LANDS
1 JANUARY.
Three flavours, one sloth and a campaign that refuses to shout. Everything a partner, retailer or journalist needs is on this page.
[ The plan ]
FOUR WEEKS OF NOT
OVERDOING IT.
Week 4
ONE RETAILER ONLY
Two months of exclusivity: Lemon, Peach and Tropical Chill land in a single chain.
Month 3
CANS EVERYWHERE
Exclusivity ends and the three flavours roll out across every other retailer.
[ Internal · launch strategy ]
ONE SOUNDBITE.
EVERY TOUCHPOINT.
Sound is the strongest branded asset we own — nine times more likely to earn branded attention than a logo. So every channel below ends the same way: the sloth shushes, and someone lets out a long Zylaaaaaaaaa.
Owned asset
THE SOUNDBITE
One long Zylaaaaaaaa, repeated until the country finishes it for us — the Wazzup playbook, our tone.
- Sloth always delivers the line
- Custom chill beat in every asset
- Jingle licensed for radio & podcast
OLV
CATALYST FILMS
Three scripted films with creators whose energy is too high or too low. Same structure every time.
- Shush · can · aaaaah · everyone chills
- Reels, TikTok, Shorts cutdowns
- Paid amplification behind top performer
Partnership
CHILL, BRIAN
Koolcast, the hottest football podcast of the moment, gets a weekly Zyla section from the season kick-off.
- “The least chill moments of the week”
- Branded jingle open
- Fridge dressing on set
OOH — Phase 1
WHERE PEOPLE ALREADY CHILL
We open the launch out of home, before a single shelf. White nights, padel and sport clubs, cinemas: places where the soundbite lands with time to spare.
- White nights & night shops
- Padel courts and sport clubs
- Cinema pre-roll and foyer
- Transit and city-centre high traffic
[ Catalysts ]
CATALYST POWER = VOLUME × VIBE × VENTURE
Not influencers. People whose energy is already far too high or far too low, scripted inside one framework: open on the extreme, sloth shushes, can opens, loud “aaaaah”, everyone chills to the Zyla beat.
Robsterthemobster
38K · Instagram
Internet personality with famously no chill. Rants about festivals until the sloth interrupts.
Karen François
38.9K · Instagram
The “I want to go home” mug lady. Social battery empty on a couch until a can arrives.
Le Motif
371K · Instagram
Brussels rapper, heated take on the music industry, cooled down in French: chill, ouvre un Zylaaaaa.
POS & activation renders
WOBBLERS, FRIDGES
AND A CHILL TRUCK.
Mock-ups for the retail conversation: shelf interruption, sound in the fridge, sampling that refuses to shout, and a truck that turns heads by doing nothing.
OOHWHERE THE LAUNCH STARTS
Phase one is pure out of home: white nights, padel courts, sport clubs and cinemas. The can and the cute sloth on one poster, one line, nothing else.
WobblerSHELF WOBBLERS
Die-cut sloth on a spring arm in the can's turquoise and yellow, one line only. It nods when a trolley passes — the cheapest possible way to interrupt a beverage aisle.
Chill fridgeTHE FRIDGE THAT SPEAKS
With White Night, Brussels' biggest night shop chain: open the door and the fridge lets out a long Zylaaaaaaaa. Full door wrap, sloth at eye height.
SamplingTHE CHILLEST HANDOUT
Reps in turquoise bathrobes, sunglasses and slippers, handing out cold cans from their pockets. No shouting, no clipboard, no energy wasted.
ActivationTHE CHILL TRUCK
An ice cream truck with the volume turned down: extremely chill music, a cooler of Zyla, mats on the grass. The sloth rides shotgun.
Win mechanic
GIANT PICNIC MAT
Scan the code on POS to win an oversized Zyla mat. Drives sampling into summer occasions.
Merch
CHILL SHOP
Backscratcher, Chilla, MP3 player, sensory toys — small objects that make the brand a habit, not a drink.
Phase 4
SLOTH CLAW SCARF
Chill energy isn't only summer. The premium claw scarf carries volume into the chilly season later in the year.
[ The plan ]
LAUNCH CALENDAR,
BEFORE AND AFTER.
Oct–Dec 2026
Prep
LOCK THE SOUND
- Record jingle & soundbite variants
- Sign the three catalysts
- Book the OOH network and produce the posters
Dec 2026
Trade
EXCLUSIVITY DEAL
- Close the two-month exclusivity with one retailer
- Brief POS production for that chain only
- Press kit to trade media
Jan 2027
Phase 1 · OOH
OUT OF HOME FIRST
- White nights and night shop screens
- Padel courts and sport clubs
- Cinema pre-roll and foyer posters
- Launch film and catalyst film 1 online
Feb–Mar 2027
Phase 2 · Exclusive
ONE RETAILER, TWO MONTHS
- Cans land in the exclusive chain only
- Wobblers, shelf strips and fridge wraps in store
- Sampling weekends in their busiest stores
- Chill truck parked at their flagships
- Catalyst films 2 & 3 and Koolcast weekly section
Apr 2027
Phase 3 · Rollout
EVERY OTHER RETAILER
- Exclusivity ends, national listings go live
- Second OOH wave with the best-performing line
- White Night fridges and night shop network
- Sell-in kit built on phase 2 sell-out data
May–Jun 2027
Convert
HABIT BUILDING
- Repeat-purchase promo across retailers
- Picnic mat win mechanic on POS
- Merch drop in the webshop
- Truck tour parks, festivals and bar areas
Jul–Aug 2027
Summer
SUMMER OCCASIONS
- Festival and outdoor activation tour
- Picnic mat win mechanic at scale
- Summer merch drop: tote, cap, mat
- Read the results, re-brief the next wave
Internal working document — dates updated to the confirmed launch timeline.
Press kit
TAKE THE WHOLE
JUNGLE WITH YOU.
- Can artwork, transparent, three flavours plus the trio
- Sloth stills: pool, sunrise, festival, gaming, night
- Ready-made 4:5 social graphics
- The cinematic opener in MP4 plus a poster frame
- Boilerplate, launch facts and the full social calendar
Press contact is still a placeholder — send me the real details and I'll swap them in.
@zyla · #Zylaaaaaaaa
Social calendar
POSTS, READY
TO GO.
Every post below ships in the press kit with its image, format and caption. Copy, paste, stay chill.
T-14 · Teaser
SOMETHING IS WAKING UP.
Something is waking up in the jungle. Slowly. Obviously. #Zylaaaaaaaa
T-7 · Mascot
MEET THE FACE OF CHILL.
He has never once been late to anything worth arriving at.
Launch day
ENERGY, BUT CHILL. OUT NOW.
Natural energy. Real refreshment. Three flavours, one attitude.
T+3 · Festival
BIG CROWD. CLEAR HEAD.
Everyone loses it. He keeps it. Optimal Chill in the middle of the noise.
T+7 · Gaming
LOCKED IN. NOT WIRED.
Six hours in and the only thing shaking is the monkey behind him.
T+14 · Sound on
ZYLAAAAAAAA.
One long note. Everyone in the canopy knows what it means.
T+18 · Padel
THEY RALLY. HE RECOVERS.
Courtside with a Lemon Chill while the fourth set falls apart.
T+21 · Cinema
PLOT TWIST. ZERO PANIC.
Everyone jumps. He reaches for the Peach Chill.
T+25 · Night shop
OPEN 24H. SO IS HE.
2am fridge light, Tropical Chill, no rush whatsoever.
T+28 · Commute
RUSH HOUR. NO RUSH.
The tram is chaos. He is hanging there with a Lemon Chill.