Ultimately our research led us to lean on the existing brand equity of Oskar Blues to help ease the sales process and establish familiarity with retailers. That led us to find ways to incorporate the Oskar Blues name into the product while adhering to its existing brand voice of irreverence and dry humor. We created Spirits by Oskar Blues, or SOB, to communicate the products produced and provide a cheeky abbreviation to be used in marketing materials along with branding/marketing elements to support it.
Creative: Take “big beer” head on with a humorous spin to marketing terminology used to sell products in the category (e.g., Clean. Crisp. Refreshing.).
Packaging: Separate the brand from Oskar Blues so consumers don’t associate it with beer and clearly communicate what’s in the cans.
Website: We designed and built mobile first to engage consumers on the go/at retail with enough motion, movement, and interesting content to keep them engaged.
Advertising: Scripts were written to make Oskar Blues’ employees uncomfortable while reading bad marketing lingo. Employee reactions were used to create six ads which truly capture authentic, genuine reactions to the new brand.