Meet the pristine drinking adventure that’s equally at home in the backwoods or backyard—Suzie’s gluten-free, organic hard seltzer.
The spiked sparkling water category is expected to reach $4.3 billion in sales by the close of 2020. That’s a lot of bubbles.
Our agency was asked to build a new brand from the ground up that spoke to health-conscience outdoor types known to throw one back on occasion. Brewed where the green grass grows, this is the Official Hard Seltzer of Mother Nature conceived with a kiss of fruit.
We developed the entire Suzie’s brand experience, beginning with product naming—CitrusFlip™, KiwiMango, Peachy, VeryBerry™, and Naked (nonflavored). From there we focused on the communications strategy and messaging. Designed the can labels and cartons. Launched the website. Conceived the merchandising (POP) environment. Completed the social media. Wrote the PR. And developed an out-of-home advertising campaign to support the product launch.
Every tactic was directed to folks in the great wide open—or those within the safe confinement of an indoor base camp—provided consumption is six feet from the closest drinking partner. Or as they say in Montana: “Why so close?”
Come on, crack a cold one to the tune of crickets and frogs—Suzie’s is fruity when you’re feeling salty.
It's too soon to brag about how our can and carton designs resulted in market share dominance—because the product just hit shelves this week. But we can tell you that immediately after we finished the packaging assignments, our agency was hired to produce the brand's product microsite, organic social, influencer marketing, retail merchandising, and out-of-home advertising. So, results? I guess you could say we were hired back. And that's a result few and far between in our industry, these days.
Michael Patrick Partners
388 Market Street Suite 1300 San Francisco, CA 94111