VML turned a spoiler into storytelling with the "Surprise Ruined" campaign for Mezzo Mix’s limited-edition flavour Berry Love. When a popular food influencer unintentionally leaked the relaunch weeks before schedule, the brand didn’t panic. It played along.

A fictional mega-reveal was born: dramatic out-of-home media, LED trucks and creator content all mourning the ruined surprise. What could have been a PR misstep became a celebration of shared humour and brand love.

By owning the moment with a wink, Mezzo Mix transformed disappointment into anticipation. The campaign generated over 12 million impressions, doubled engagement, and led to sell-outs in key regions. A spoiled surprise never tasted so good.