Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Thumb 0
  • Thumb 1
  • Thumb 2

Henry's Hard Soda
"Live Hard-ish" Campaign

RAN IN: North America

CLIENT
MillerCoors

AGENCY
Mekanism *Lead Agency

Melissa Wagamon, Brand Manager
Courtney Bryant, Associate Brand Manager
Jason Harris, President/CEO
Jason Lonsdale, Chief Strategy Officer
Todd Feitlin, Creative Director
Joe Beutel, Associate Creative Director
Rick Thornhill, Director, Brand Management
Amy Henning, Senior Brand Manager
Josh Druding, Director, Social Strategy


Epic Signal


SUMMARY

Americans used to love two beverages - beer and soda. But today, both industries are suffering unprecedented declines. In this doubly unfavorable climate, how does a beer company launch an alcoholic soda? By avoiding the sources of decline and focusing on a more lucrative, completely overlooked, audience. While competitors battled over skeptical and fickle millennials, Henry's Hard Soda found the perfect target in soda-loving Gen Xers (Suburban Rebels), soaring to the top of the category despite being fourth to market.

CASE STUDY

New-pdf-icon

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);Mobile/Tablet Optimized Website;MOBILE/TABLET;Display Ad (Mobile/Tablet);OOH;Billboard;Place-Based;Transit;PRINT;Magazine - Digital;Magazine - Print;RADIO;Spots (Radio);SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;TV;Spots (TV)

Audience: 35-50-year-old men and women

Objectives: Brand launch

Type: Business to Consumer

Classification: National

Language: English