Bumpy roads ruin food deliveries but Happiness Saigon realised they can perfect coffee. New canned coffee brand, BOLD84, was brave enough to latch onto the idea for its launch and the partners created Shake Express, using Vietnam’s bumpy roads to shake its real-ingredient brew en route, so it’s mixed, ready to open and enjoy on arrival.

The stunt solved a challenge for the brand. Its coffee is made with 100% real ingredients including sediments that naturally settle. That means people have to shake it before drinking to enjoy the best taste. Shake Express shakes the cans all the way to their destination so that the coffee doesn’t have to get a shaking before it’s drunk, or disappoint those who overlook the necessity to do so.

Each order placed through the brand’s microsite was delivered by motorbike – not on the fastest route, but the bumpiest one. So by the time it arrived, the coffee had been naturally shaken, perfectly mixed, and ready to crack open.

The entire journey is live streamed, turning a routine delivery into a local, real-time ritual that’s as much about process as it is about product. And it extends across short films that follow the coffee’s ride through city streets, and bold street banner placements that mirror the pace and pulse of urban Vietnam.

Plus, by leaning into the quirks of local delivery and everyday motion, Happiness Saigon positioned BOLD84 as a brand that doesn’t smooth out the chaos, it builds on it, giving it a distinctive identity rooted in boldness, energy, and a sharp understanding of the culture it’s brewed in.

Vietnamese coffee drinkers certainly took to the idea. In just 72 hours, BOLD84 hit 125% of its two-week target, delivering at 600% the expected speed. Over 700 orders weren’t just delivered – they were shaken by the streets and served straight to real consumers, and the idea turned a basic product trial into a high-touch, high-sensation brand moment.

Clearly motorbikes are useful for drink perfection. AlmapBBDO turned motocross riders into human milkshake blenders in April this year: