A Croatian water brand hired professional mourners — women whose actual job is to cry at funerals — to grieve for people who don’t take hydration seriously.
They turned it into contextual YouTube ads and sent real mourners after tagged, dehydrated friends. The stunt pulled in 43M+ impressions and 24M+ engagement.
1. A brand hired women who professionally mourn the dead. This story gets really weird.
2. Let’s start with some context: Croatia has a tradition of hiring professional mourning women to cry for the dead.
3. Now you’re probably wondering where the hell marketing fits into all of this. Read on.
4. Studena, a Croatian water brand, hired these women to mourn people who don’t take hydration “dead serious.”
5. They turned YouTube into a mourning ground with contextual ads — like one mourning dehydrated lips before a makeup tutorial video 😭
6. They got people to tag their dehydrated friends and actually sent the mourners after them. Who’s passing up on that?
7. Dig deep enough and you’ll find an idea hiding in the most unexpected places. This one pulled in 43M+ impressions and 24M+ engagement.
