Unfiltered Talk

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Title

Unfiltered Talk

Advertiser:

Shock Top

Year:

2016

Source:

2017 Cassies / Strategy Magazine

Product Category:

Beverages - Alcoholic

OOH Format:

Outdoor

Country:

Canada

Objective:

Shock Top had moved away from its fun personality which had once set it apart. So to bring life back to the brand they decided to give a voice to the brand that would match its unfiltered brewing process.

Target Group:

18-34 Year old who were open to experimenting with new beers.

Strategy and Media Used:

Using the “Wedgehead” logo (an orange wedge with a Mohawk and sunglasses) it became the strait-talking brand ambassador. Launched in January 2016 the OOH media and beer packaging featured a talking Wedgehead that interacted with pedestrians and shoppers. The brand also created a 30 second Super Bowl spot along with 16 pieces of unique content cinema ads and PR.

Results:

During the 1st quarter of 2016, Shock Top’s brand awareness grew by almost 9 points. Year over year sales trends improved from -16% at the end of January to +15% in March 2016. The campaign generated 300 million earned impressions and over one billion PR impressions nationwide.