In 1989, Hi-C’s Ecto-Cooler was released as a product tie-in’s to promote the Ghostbusters franchise. It was so popular with fans that it stayed on shelves years after the premier of the film. When the popularity of the Ghostbusters franchise dwindled, the drink was finally retired, much to the dismay of the fan community.

Enter Ghostbusters: Afterlife, the latest film in the franchise that premiered 2021. We helped promote the film with an exclusive giveaway sweeps featuring a newly resurrected Ecto-Cooler in a slick new bottle and collectors box. Fans that engaged with Hi-C Ecto Cooler social accounts were treated to an Ecto package of their own which found itself at the center of their fan caves and collections.

The return of the slime green drink was a huge success that garnered 1.3 billion impressions, 345 secured placements, and 100% positive sentiment—not to mention a ton of UGC and unboxing videos.

As a massive Ghostbuster fan myself (we’re called Ghostheads), this was an absolute dream project for me to design and the outpouring of fan praise of the details only true fans would pick up on made my elder millennial heart explode with pride.