For the long-awaited launch of Diablo IV, we created a viral hit
by bringing fresh meat from the game to its fans with the
Demon Meat Shake. Killed in the game, enjoyed IRL🥤
Made at B-Reel Stockholm
by bringing fresh meat from the game to its fans with the
Demon Meat Shake. Killed in the game, enjoyed IRL🥤
Made at B-Reel Stockholm
Case study ⤴️
Launch film ⤵️
![](https://cdn.myportfolio.com/332ff366-9bcb-4869-8f0a-d2720ac37902/ac35a144-3ef0-42c9-8971-bd17286e2dcb_rw_1920.jpg?h=4bdd70424adf4f33c8ae8192306c6541)
Simply put, it's the demons killed in the Diablo IV Beta poured into a plastic cup🩸. This limited 100% vegan drink brought the world of Diablo home to its fans. It was killed in the game, ordered through Twitter/X, delivered to your door, and sold out immediately.
![](https://cdn.myportfolio.com/332ff366-9bcb-4869-8f0a-d2720ac37902/836d0e96-362b-4d70-b73d-08cf46d0c221_rw_1200.gif?h=872196eaf15a53732fa879501cd78562)
![](https://cdn.myportfolio.com/332ff366-9bcb-4869-8f0a-d2720ac37902/c678e060-9549-442a-903f-1a350a2cc0ba_rw_1200.gif?h=9741de6485262d45b212bde52acf547c)
![](https://cdn.myportfolio.com/332ff366-9bcb-4869-8f0a-d2720ac37902/7a407260-df2b-4e38-ad0e-bc8cc110bc65_rw_1200.gif?h=99c353b95faee52209a657da8a260a95)
![](https://cdn.myportfolio.com/332ff366-9bcb-4869-8f0a-d2720ac37902/65e48e5c-8fda-4ecd-9ba6-a26455e95615_rw_1200.gif?h=ddc8715c7a7b56e00b0d1b5182ff1009)
To get the audience intrigued we posted gory teaser content online, as well as hosting a spectacular dinner event in NYC 🗽. A selection of celebrities, press and influencers got the chance to eat their way through Diablo IV 🍝 with the Demon Meat Shake being the grand, evil, finale.
![](https://cdn.myportfolio.com/332ff366-9bcb-4869-8f0a-d2720ac37902/af47849d-89bf-4b2c-8a0f-e12a45d45de2_rw_1200.gif?h=5ebf98a43ee117c1538524595753026a)
![](https://cdn.myportfolio.com/332ff366-9bcb-4869-8f0a-d2720ac37902/b2af0630-68ca-4724-8b27-4202e12fce1c_rw_1200.png?h=1107201df1764a3b2338d51299b5bc9c)
![](https://cdn.myportfolio.com/332ff366-9bcb-4869-8f0a-d2720ac37902/63917f3b-7575-4244-87cc-7a5b00f7f3d0_rw_1920.png?h=2481f7f2e55113898bf7c95d1a2642ad)
And finally, some bonus feel-good BTS footage of my colleagues at one of many taste tests for the shake 🥴.
![](https://cdn.myportfolio.com/332ff366-9bcb-4869-8f0a-d2720ac37902/5cbe62d7-8c7b-4755-a310-79f4983128ab_rw_1920.jpeg?h=90c06fe624bcc7f14171d161687894c8)
![](https://cdn.myportfolio.com/332ff366-9bcb-4869-8f0a-d2720ac37902/06369518-d1be-4528-8899-481c24cbd13e_rw_1920.jpeg?h=230034ce5136064ca30cceae23171373)