Challenger Brand
The Challenge
Grow a small, local distillery into a nationally recognized brand.
In a vertical with over 17,000 new SKUs entering the market every single year, we were tasked with creating a blue ocean marketing strategy in an environment rife with sharks.
Our approach
We decommoditized™ the brand by increasing the approachability of the products. To become competitive with the industry leaders, we pro-actively created and disseminated “viral-friendly” social media collateral on a regular basis to engage audiences and have them share our content organically, exponentially growing our reach without impacting our marketing spend.
The Result
We focused on the development of a brand mascot, Serena the “Montauk Mermaid” as the centerpiece of our ad campaign which also helped develop the “lifestyle” and spirit of the brand. Within the first month of the campaign launch we have seen an increase of over 6000% in social media awareness, engagement and following. We also boasted the highest month of online sales in the 13 year history of the brand. The future is certainly bright for this challenger brand.
Clients we've worked with:
