Slay Coffee
Cup-shot UGC, partner co-packs, and a "food court in an app" — built with creators who screenshot recipes and order takeaway.
Don't sell coffee. Sell the moment in the cup.
01 The Snapshot
Slay Coffee — a Delhi-NCR coffee D2C with its own delivery app — partnered with 98 to build a creator-led launch of new SKUs and a marketplace expansion. Each reel pairs the brand's signature black-and-red cup with a recipe twist, a partner co-pack, or an app-route push.
02 The Strategic Move
Slay's competitive set is crowded: Starbucks, Blue Tokai, Third Wave, the rising QSR coffee belt. Out-spending isn't an option; out-noticing is. We picked creators whose audience already screenshots cooking content — meaning the SKU featured in the reel converts cleanly into an app order. The brand handle @drinkslaycoffee stays in every frame; the BIT.LY checkout link in the sticker; the iconic black cup as the silent brand ID.
03 Hero Creators & The Hooks
@itsaboutdeevee_ · the cup-as-portrait shot — a cinematic hand holding the SLAY COFFEE cup against a moody purple backdrop, app-link CTA over the frame.
@taanyahooda · the new-SKU hook. "This Hazelnut iced latte Bomb 🤤" — and a co-pack moment showing Slay × Causeways wraps. Caption: "Love the packaging, and it tastes yummm."
@nanditamiglani · the marketplace push. A reel built around Slay's "Food Court in an App" — reframing Slay from coffee brand to multi-brand delivery layer. "You can't miss on this one 😆 @drinkslaycoffee."
04 What This Proved
The cup is the brand. Slay's black-and-red cup carries the brand without a logo cut-in — proven by every hero reel reaching for it as the centerpiece object.
Creator-led app installs. The reels fed traffic into Slay's own delivery flow, not just a generic awareness window — the BIT.LY link inside the story converts the moment to a measurable handoff.
Co-packs as content. The Slay × Causeways frame — partnering brands inside a single creator's reel — is replicable architecture for any pantry/QSR D2C looking to extend reach across friend-brands without renting a campaign window twice.
The verified roster
@itsaboutdeevee_@taanyahooda@nanditamiglani
Sourcing. This is the case record as published in Ninety-Eight’s archive; the same data renders the case file on the landing page, so the two cannot disagree. Reach is combined follower reach — the sum of the follower counts of the handles that posted — not impressions, not views.