CREATING A BUZZY NEW CATEGORY
Launch Content
Social/Digital Content
Brand Messaging
Go To Market
Content Strategy
Editorial Strategy
Evergreen Content
Influencers & Partnerships
The Dream
We knew there were mindful drinkers out there who wanted a substitute to drinking alcohol. How do you get them to fall in love with a new way of socializing?
The Direction
Our task was to introduce an entirely new product category — “drinkables” — and help people discover a way to mingle without the drawbacks of alcohol. Our buzzy launch content introduced audiences to the idea of a Pocket-Tonic™, a federally-legal “drinkable” THC:CBD mixer to help you mix and mingle in a floaty, funzy way.
By building out “The Feel World” — a space of wonder that anyone can be a part of — our creative highlighted the novelty of the form factor with beautiful demonstrations and whimsical language and visuals.
We supported this launch with content, performance ads, and an always-on social editorial approach that tapped influencers to lend social credibility to the ever-growing brand.
The Outcome
Consistent 10-20% organic social audience growth month-over-month
Above-average engagement rate of 8-10% on social posts
2-3x ROAS on paid ads
Average 75% non-follow reach achieved across social posts
Partner Credits
Photographer: David Kitz