Deschutes Brewery
WHAT WAS THE CLIENT’S ASK?
Re-introduce the fresh family IPA series to the world.
In partnership with the leadership team at Deschutes Brewery, we brought five craft beers to life in new markets and demographics: Fresh Haze IPA, Lil’ Squeezy Juicy Pale, Squeezy Rider West Coast IPA, Hazetron IPA and Royal Fresh Imperial IPA - the Fresh Family! From ideation to execution, we were asked to lead the strategic and creative efforts to build anticipation and excitement among new and existing consumers for a legendary line of IPAs.
WHAT WAS THE OPPORTUNITY?
It’s incredibly exciting to bring hallmark IPAs to a new generation of beer drinkers
In a saturated craft beer market, building renewed hype and anticipation for a cornerstone product is a challenging task. To capture attention and stand out in a crowded category, the re-introduction of marquee products must look and feel “fresh” compared to the rest of the category's offerings.
WHAT SERVICES WERE PROVIDED?
Instead of introducing these IPAs as a product line, we introduced them to key markets as standalone, standout characters.
Social Media Playbook and Content Plan, Individualized Product Personality Profiles, Ad Design and Copywriting, Animation, Videography, Landing Page UX Design, Development and Copywriting, Digital Advertising, Programmatic Advertising, Traditional Media Buying, Social Media Marketing, Social Media Content Planning and Execution.
WHAT’S THE IDEA THAT SPARKED SUCCESS?
Keep it fresh with the Fresh Family.
We created personalities for each beer in the Fresh Family, portraying them as characters in a story instead of focusing on specifications or ABV percentages. This approach made the beers more relatable and interesting, setting them apart from conventional craft beers and driving up consumer demand.
this work won awards
