Angosutra Bitters

The best secrets are the ones you keep to yourself. And for 193 years, Angostura has kept their bitters recipe hidden from the world. So, if you think they know a thing or two about keeping a secret – You’re damn right. Welcome to the House of Angostura.

Angostura Bitters. The Best Kept Secret Recipe Since 1824.

CANYOUKEEPASECRET.COM: Let’s create microsite where people can take a personality test to determine if they can keep a secret or not. Those who pass the test will join an underground “Secret Society Club” and get exclusive access to: Angostura speak… — **CANYOUKEEPASECRET.COM:** Let’s create microsite where people can take a personality test to determine if they can keep a secret or not. Those who pass the test will join an underground “Secret Society Club” and get exclusive access to: Angostura speakeasy pop-up parties, Angostura secret concerts, Angostura secret swag, Angostura secret recipes

The Secret X Ride: Angostura’s secret recipe can be found in some of the most secretive bars across the country. Let’s partner with Uber to create the “SecretX” ride, where users (21+) can opt to be taken, well, they don’t know where. Those who dare… — **The Secret X Ride:** Angostura’s secret recipe can be found in some of the most secretive bars across the country. Let’s partner with Uber to create the “SecretX” ride, where users (21+) can opt to be taken, well, they don’t know where. Those who dare to live on the secretive side will be picked up in a mysterious black Cadillac with tinted windows, and then driven to a famous secret bar in their city where they’ll enjoy a night of free Angostura cocktails, entertainment and a free ride home.

Non-Religious Confessional: If there’s one thing Angostura can do – it’s keep a secret. Let’s create a non-religious pop-up confessional at bars in major cities where people can walk in and confess a secret. When they walk out, they’ll be rewarded w… — **Non-Religious Confessional:** If there’s one thing Angostura can do – it’s keep a secret. Let’s create a non-religious pop-up confessional at bars in major cities where people can walk in and confess a secret. When they walk out, they’ll be rewarded with a delicious bitter cocktail.

1-800 Secret Hotline: When you have a burning secret you need to get off your chest, there’s only one bitters brand you can trust. And that’s – Angostura Bitters.

Let’s create an anonymous hotline people can call when they need to confess a secret about themselves or someone else. Our pre-recorded voicemail operators will coach people through the steps on how to keep a secret, secret – just like our recipe for 193 years.

Let’s play up Angostura Bitters “secrecy” by creating coasters where the messaging only appears when there’s moisture from a cocktail glass.

PackagingJust like the secret ingredients inside our bottle, let’s put fun, secret messages inside our packaging. When consumers peel off our iconic label, they’ll find secret facts from history and confessions from anonymous people on the inside. — **Packaging**
Just like the secret ingredients inside our bottle, let’s put fun, secret messages inside our packaging. When consumers peel off our iconic label, they’ll find secret facts from history and confessions from anonymous people on the inside.

This spec campaign features the famous secret recipe of Angostura Bitters. The objective was to get Angostura back into the consideration set as the primary Bitters brand. Here, we combined experiential, digital and traditional executions into one    cohesive campaign.