Solution

At the onset, Native studied two distinct audiences: the consumer (the drinker) and the customer (the brewery, winery, restaurant, bar or brand). We decided to prioritize speaking directly to the consumer to increase their demand of cans from the customer. We knew customer motivation would be influenced by messaging about consumers wanting and loving cans. 

We researched client competitors and analyzed consumer research in order to consolidate our efforts into two key consumer audience segments: the Scientist and the Gourmet. We developed a brand voice, key themes (sustainability, portability, quality, obsession) and creative concepts. Next, we put our work to the test with a campaign naming exercise by mocking up one logo across a variety of activations for the core audience to react to.

Festival Activation

The prevailing name, Crushing on Cans, was the launching pad for the campaign creative. The concept behind the name was about exaggerating today’s culture toward brand obsession, in this case for canned alcohol. Instead of focusing on a product transaction, we wanted to flaunt a relationship. 

We used loud, saturated color, monochromatic photography and idolized style to reach the Scientist and Gourmet audiences that expect superior quality and beautiful design. Like the visuals, copy was both polished and exaggerated, demanding greatness yet bending to obsession.

SOCIAL MEDIA

Once launched, Crushing on Cans social channels provided consumers opportunities to influence others.  Data reinforced the fact-lover’s perspective that cans are ideal packaging, and cans were repositioned into elevated pieces of art for the tasteful drinker.