Objective
Due to the high cost of featuring everyday people nationwide, the brand team wanted to move away from the Local Heroes campaign. The client requested more focus to be placed on the product, but still wanted to retain the “Here’s To Earning It” slogan. We were tasked with evolving the brand personality and communication without losing the equity built through the previous campaign.
Solution
We presented a few different directions, but in the end, we landed on the idea that when something is done and done right, it’s worth a cold, refreshing reward. The visual hero for this new direction is one or two icy, cold, wet and frothy beers. The environment and background features a work or outdoors scene with people enjoying a beer. The figures are out of focus, placing more emphasis on the product. We didn’t just concentrate on work scenes (carpentry and automotive), but outdoor environments that fit with the brand (grilling and camping) as well. Each situation was relatable to our consumer base. Since our target demographic loves the outdoors and appreciates doing things with their hands, each viewer was able to mentally place themselves into any scene because they understand the pride and positive feeling when a task is completed and done right.
The new direction led to tactics that offered an opportunity to gain floor space, cross merchandise with other products, be creative with displays and, ultimately, sell more product. During the process, I led all brainstorms, narrowed and organized ideas, directed the photography and executed or directed other team members when creating elements for retail, out-of-home, print, social media, or bars and restaurants.
