PROMOTIONS WORK
I have led a number of promotional campaigns comprised of creative that ran in-store, in-bar and online and included influencer partnerships. Below is a collection of several of my proudest and most successful work.
IPA MADNESS
My team and I created this campaign (which coincided with college basketball's March Madness) to promote Stone Brewing's line-up of IPAs with the goal of increasing placements in stores and in bars and restaurants. We named it and created all the branding including the hand done logo and illustrated hop vines.
THE CREATIVE
Our campaign hinged on driving as many fans as possible to go out and participate, so I wanted to develop shareable creative that generated buzz both on and off line. We did this by taking traditional coasters and turning them into interactive, write-in "fan signs." In bars and restaurants fans could "smack talk" and profess their love for basketball and hops, then post their creative one-liners to social media for a chance to be voted the ultimate winner.
THE EXECUTION
We created all the items bars and restaurants needed to run an IPA Madness program—giveaway t-shirts, glasses, sheets for running a tasting—plus all the design materials needed for promoting events online and in-person including social posts, check inserts and customizable posters. For retail, we created shelf stickies, posters and stackout inserts and hangers that stores could use to build their own display.
THE RESULTS
Fan participation was through the roof. Sales of Stone IPA reached an all-time record high, setting a new benchmark for the months of March and April and the program became a yearly promotion.
THE CHALLENGE
Stone had a great group of fall beers including Xocoveza Stout and Enjoy By Tangerine and needed a promotion to get more product on shelves and on tap. In response we created the "Stone Frighteningly Fresh,” a Halloween-themed retail program that ran online and in stores, bars and restaurants.
PROMOTIONAL MATERIALS
We developed promotional signage and event materials including branded hanging gargoyle bats, tasting sheets and pint glasses—everything bars and restaurants need to advertise and run a promotion. At retail, we created stack out models in the shape of gothic castles decorated with posters and ceiling hangers that included instructions for easy set up. We also created competitions between stores for most creative, most sales lift and largest display.
DIGITAL CREATIVE
Creative on Instagram and Tik Tok drove customers to our custom landing page where they could learn about each special promotional beer and locate them in stores or order online. Fans could also participate in a Stone gargoyle pumpkin carving contest and post their photos online for a chance to be crowned the Stone Pumpkin King.
INFLUENTIAL
We partnered with Lego genius and craft beer lover Louie Baton who created a Frighteningly Fresh-inspired Lego masterpiece to help promote our special beers, including Enjoy By Tangerine
