The life of the party.
Launching a new product, Sparkle Hops, in a non-alcoholic category previously unexplored, it was high…tide… for Pelican Brewing Company to convince non-drinkers and drinkers alike that a hops-flavored beverage can be part of daily life. With an already-recognizable brand in the craft brewing category, Pelican couldn’t risk confusing its die-hard fans with a non-alcoholic product, so we tapped into this recognition as a reason to believe in their new category release.
What’s more, our research revealed that millennials are looking for alternatives to alcohol—being social is no longer about partying, it’s about quality time, presence, and intention. Sparkle Hops was the right drink for making every moment a special one, with an ingredient-focus and locality we knew would resonate with audiences previously untapped.
Taste matters.
From the start, we were provided a collection of vibey lifestyle photography that exuded the sense of place and camaraderie one could anticipate enjoying when accompanied by this sparkling beverage, but there was a critical counterpart missing—an illustration of taste. And with a new beverage in a new sphere we had to answer this key question: “What does it taste like?”
We knew it tasted awesome—really. So we paired celebratory scenarios with isolated elements of its enticing flavor profile, ingredients like hops, lemon, and acaí. Subtle textures of ripples and spritzy water droplets captured the essence of refreshment. Honing in on a messaging that matched these sensory visuals, our approach captured all counterparts of the drink’s experience, rooting it in flavor, among friends, and paying homage to the locality of Pelican’s craft brew operation.
Flavor as a lifestyle.
The best drinks are made for every moment—and that’s exactly what we wanted to communicate about Sparkle Hops. To get the word out about their refreshing and approachable drink, our campaign included a net-new messaging framework, landing page, social and YouTube ads, and print and billboard ads.
Now 8% of the brewery’s total sales.
About the client
Admittedly, we love to drink their beer. Toting a commitment to quality and creativity, Pelican Brewing Company has carved a niche in the craft brew industry, offering a range of alcoholic and non-alcoholic products that contain the essence of the Pacific Northwest.
The best part of working with Pelican is rolling up our sleeves and doing deep research by sampling absolutely delicious beverages.