Elevating Convenience with Craft Beer Collaboration

Orangestore is a regional convenience store chain, with a fun brand voice developed over 10+ years in the market.
Observing a change in beer market sales, the company had a business objective to grow sales of craft beer at its stores.
Together, we hatched a plan to partner with a popular local craft brewery to create a signature "orange" beer as well as offer some sweet branded beer glasses.

Our research showed that craft beer drinkers tend to be a narrower demographic and that the craft beer industry has developed a very unique, quirky culture. Let's just say these aren't your Coors Light drinkers.
As part of the promotional efforts for this collaboration, we targeted that core demographic by creating our own quirky, off-kilter video for social media. In this video, we profiled the young face of the family-owned brewery – one who had been featured in his own share of off-beat social videos.

A "summer beer", we theorized that our core demographic would look back with a tinge of nostalgia on childhood summers, and even hear the much-anticipated approach of an ice cream bicycle.
What's the modern equivalent of an ice cream on a warm summer day? A cold and delicious craft beer.
Our video featured one of the brewery operators getting inspired by an orange creamsicle, and with a hint of "mad scientist" energy, heading out to sell orange creamsicle beers from a bicycle mounted cooler. Rather than children running to the bike, our spot featured giddy volunteers from the "NL Craft Brew" Facebook group.

This video had a tremendous impact on the craft beer community – in fact 65% of the full run of specialty beer sold within just 4 days after launch, the rest going shortly thereafter.

When the parent company was going through an ownership transition, this campaign was one they highlighted to the incoming ownership group as a the perfect example of the brand's connection with the community.