Forged by Vow: Singapore
Cultivated meat had a PR problem. The science was the story and nobody was making it desirable. We positioned Vow's Singapore launch as a cultural event. 51M+ OTS. 1,024% over target.
Forged by Vow: Singapore
Cultivated meat had a PR problem. The science was the story and nobody was making it desirable. We positioned Vow's Singapore launch as a cultural event. 51M+ OTS. 1,024% over target.
Cultivated meat had a PR problem. The science was the story, and nobody was making it desirable. We changed that.
Vow’s Singapore launch was always going to be divisive. Synthetic protein is one of those categories where the more you explain, the less people want. The question wasn’t how to communicate the product, it was how to make it worth desiring before anyone understood what it was.
We positioned the launch as a cultural event rather than a product release. The result was Qualia, a synthetic quail designed for dining rooms, introduced through earned press, culture-led voices, and paid content built to intrigue before it informed. The strategy was deliberate: get people wanting to be in the room before they knew what was on the plate.
51M+ OTS. 1,024% over target. $0.29 CPC against a $0.63 benchmark. Vogue Singapore, Tatler, Straits Times. When desire comes first, curiosity follows. That’s the only order that works for a brand people haven’t decided how to feel about yet.
Cultivated meat had a PR problem. The science was the story, and nobody was making it desirable. We changed that.
Vow’s Singapore launch was always going to be divisive. Synthetic protein is one of those categories where the more you explain, the less people want. The question wasn’t how to communicate the product, it was how to make it worth desiring before anyone understood what it was.
We positioned the launch as a cultural event rather than a product release. The result was Qualia, a synthetic quail designed for dining rooms, introduced through earned press, culture-led voices, and paid content built to intrigue before it informed. The strategy was deliberate: get people wanting to be in the room before they knew what was on the plate.
51M+ OTS. 1,024% over target. $0.29 CPC against a $0.63 benchmark. Vogue Singapore, Tatler, Straits Times. When desire comes first, curiosity follows. That’s the only order that works for a brand people haven’t decided how to feel about yet.
