Campaign + content
This new (fruitful) product category is here to stay. Seltzers emerged late last year and are currently sweeping the USA like never before. Growing triple digitals and set to reach 17 billion by 2027, Belching Beaver wanted a piece of the action.
Well-known San Diego brewery, Belching Beaver, grew massively from their fan-favorite peanut butter stout to a market leader. Naturally eager for what’s next, they developed three unique flavorful and fruit-derived Seltzer flavors. Strategically ready to advance their brand and capitalize on this new beverage category, they sought a partner to maximize the exposure of this cheap, low-cal, and gender-neutral canned cocktail in the summer months of Southern California.
In order to bring the new seltzers to market, we worked together to develop a strategy aimed at increasing brand awareness, the likability of their products, and the demand for individuals looking for that next summer drink. Eager to attract active and health-conscious individuals as well as take market share from the likes of Whiteclaw, Truly, and other Seltzer brands, we needed to create a campaign that played to the brand’s strengths and the products unique value propositions. Most importantly, we needed to think and play differently as the giants were gaining significant local and national market share.
- // ART DIRECTION
- // PHOTOGRAPHY
- // VIDEOGRAPHY
- // DIGITAL ADVERTISING
- // SOCIAL MEDIA CREATIVE
- // BILLBOARD DESIGN
- // BILLBOARD ACTIVATION
Welcome to the Fruiture: A place detached from the past yet rooted in what’s next, the future. With the Seltzer market being littered with fake chemicals, we positioned their Seltzers as a thing of the future, full of real fruits. It’s time to leave the past and live in the fruiture: a surreal, fun, and playful environment.
Diving into this award-winning campaign, we invite you to step in and out of this altered reality, a place we called the Fruiture. Beginning in a mundane oasis reality and stepping into an exciting futuristic environment, we created several party scenes full of neon lights, tropical plants, and fruits all tying back to their product value props.
We developed eye-catching creative, high-quality product photography, multiple digital and print ads, and a short story film. We ran multiple Facebook and Instagram ads online and put up several billboards all over San Diego. Are you ready for the Fruiture?
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The results are in...
(FB + IG)
Likes, shares, and comments
CPM during a 2 Month Campaign
Billboard Impressions across San Diego
Successful New Product Launch in major regional and national stores
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