Standout Seasonal with a Strong Debut
A unique package design that matches the one-of-a-kind flavor profile of Strawberry Zen. We set this campaign off with a distinct theme and succinct launch strategy, utilizing motion and artistry that lead to standout on-shelf success.
Strategy Snapshot
-
Launch a seasonal cider that breaks through with both product and content, driving strong initial demand and social engagement, and hitting the ground running with lofty goals of distributor buy in on launch.
-
Craft beverage drinkers drawn to fresh, unexpected flavors and elevated, lifestyle-driven branding. Blake’s core audience consisting of majority women in their late 20s to 30s without turning off our growing male audience.
-
High-performing liquids get attention, but high-quality, distinctive content drives discovery and shareability. We are shooting for catching our consumers attention and then making a great flavor impression quickly. With short lifespans LTO products need to make a splash to gain momentum.
-
Build the campaign like a filmmaker, prioritizing motion-first content and pairing a proven flavor with a playful, zen-inspired launch moment.
-
Strong debut:
16,275 cases sold
4000 outlets carrying product
30,700 cases sold over 2 years
A standout seasonal launch fueled by strong engagement, high-performing content, and a cohesive campaign that extended from digital to in-person experience.
Building the Brand & Crafting the Campaign
Behind the scenes imagery of constructing the brand and then the process of creating the content that would drive the launch. These elements would come together to inform the strategy and point of sale assets. We wanted to match the craft of the cider with an equally thoughtful campaign.
Client: Blake’s Hard Cider Co.
Creative Direction - Salina Matthews
Art Direction - Salina Matthews
Set Design - Salina Matthews
Package Design - Salina Matthews
Photography and Videography - Brandon Bailey
Cocktail Styling - Kevin DeVries