BOLD ROCK HARD SELTZER
All Natural, Hand Crafted Hard Seltzer
CATEGORIES
Capitalizing on Craft Beverage trends we helped our longtime partner, Bold Rock Cider, launch their first brand extension, Bold Rock Hard Seltzer.
Bold Rock Hard Cider grew to be the largest independently owned cider brand in the country. We worked alongside the Bold Rock owners and management to grow every aspect of the brand and were lucky enough to be asked to help them launch their first brand extension, Bold Rock Hard Seltzer.
Typography
Color Palate
Social Media & Brand Awareness
We began by creating social media assets to build-up excitement for the highly-anticipated product launch. We developed the messaging behind the Bold Rock Hard Seltzer brand, and then brought that message to life with photos and color blocking imagery. The brand was launched on Instagram in May of 2019.
Thousands of New Followers on Facebook, Instagram, Twitter, and Youtube.
Media Buying
We focused our media buy on key launch markets and focusing on the lifestyle trends of hard seltzer consumers. We put together a comprehensive marketing plan that included print, social and out of home materials targeted at the 25 – 35 age demographic to create brand awareness.
Lifestyle Campaign Shoot
We needed imagery to help raise brand awareness amongst the 20 to 30 year-old hard seltzer demographic. Bold Rock was known as a cider brand and we needed to introduce their first product extension. We executed a lifestyle photoshoot to give the hard seltzer brand a personality so that consumers could relate and feel encouraged to try the product.
Lifestyle Print Ad Campaign
The print advertising campaign was based around the idea of treating yourself. The hard seltzer brand was a low-calorie, refreshing seltzer that the customer could “treat themselves” to without feeling guilty. We focused on the facts of the product – 82 calories, 1 gram of sugar, and gluten free – to emphasize its virtues. The creative came to life with the newly created lifestyle photo library, as well as with the utilization of the bright color palette to give off a youthful vibe and fresh look.
Bold Rock Hard Selzter & Yeti®
To launch the Hard Cider Brand, we teamed up with Yeti to put together a compelling giveaway. As we were working to launch the hard cider brand in the summer, Yeti was also launching a line of new colorful cups and coolers. We put together a multi-level marketing campaign that consisted of point of sale signage in major grocery chains, and a compelling social media sweepstakes. Consumers could enter the contest by filling out a form on Facebook but could gain additional entries by taking alternative actions, such as opting in to Facebook Messenger, signing up for a Bold Rock e-newsletter or following an additional social media account that they weren’t currently following.
24,961
total entrants
87%
email opt-in rate
3,996
new messenger subscribers
