"Sip the Experience": Adult Beverage 360 Campaign
Client: ASAHI
Date: 2022 - 2023
My Role: Creative Director, Copywriter
Challenge: To increase brand awareness and market share for ASAHI's ready-to-drink shooter "Twisted Shotz," we were tasked with creating a 360 campaign with a goal to identify active vs passive audiences and customize content across multiple platforms and experiences.
Solution: Our strategy involved tapping into the craftsmanship and unique flavor profiles of the beverages. We crafted a campaign called "Sip the Experience," focusing on the sensory experience of enjoying the spirits, and integrated it across print, digital, social media, events, and in-store promotions.
Key Responsibilities:
Leading a global multidisciplinary team of designers, copywriters and email marketers
Developing the overarching creative and strategic direction
Presenting concepts and progress to clients
Collaborating with media planners to ensure cohesive execution across platforms
Overseeing the design and content for all channels including video production
overseeing community management of 1 million person Facebook fan group
Results: The campaign contributed to an increase in brand awareness among the target demographic and growth in sales within the first six months. The integrated approach allowed us to engage with the audience at multiple touchpoints, creating a cohesive and immersive brand experience.
Reflection: Influencing audience engagement requires a truly integrated approach. Every element had to be carefully connected to ensure a smooth and interconnected experience across web, social and email. a strong central idea is what unifies a complex campaign and creates a powerful connection with audiences.
