Rumple Minze

Challenge:

After more than five years of social inactivity, Rumple Minze was preparing to return with the launch of a new product: Rumple Minze Cinnamint.

The challenge was bigger than introducing a new SKU. We needed to relaunch with impact, reestablish the brand’s voice and bring Rumple Minze back into culture—while reconnecting with longtime fans and introducing the brand to a new generation of consumers.

Approach:

Chemistry Session developed and operated a social-first content system built around Rumple’s audience, rituals and unmistakable place in culture.

Rather than simply announcing the brand’s return, we treated social as a living conversation. Active community participation helped us identify the language, behaviors and shared truths already surrounding Rumple—then translate those insights into culturally relevant content, repeatable creative formats and a distinct voice fans could recognize and participate in.

Our work included social strategy, calendar oversight & operations, content development, trend-reactive concepts, original production, publishing and community management.

Results:

Within the first 90 days, Rumple Minze generated 2.5 million organic views, 326,000 interactions and a 13% engagement rate while adding more than 18,500 Instagram followers.

The momentum continued. In the following 90-day period, the brand reached more than 5 million people. Since its February 2026 relaunch, the account has gained more than 26,000 followers all organically.

One top-performing post alone earned more than 77,000 shares and reached over 650,000 people—successfully reactivating the community and putting Rumple Minze back into the cultural conversation.

Client: Diageo // Agency: Chemistry Session