Sons of 1858
05/03/17

Sons of 1858

Craft Beer Branding & Naming

Sons of 1858

Two enterprising gents were looking to join in on the craft beer renaissance fun, but knew that following the pack wasn’t the right move. They wanted to capture the spirit of Colorado without cliché or run of the mill looks. They wanted a brand that represented the spirit of adventure, because, after all, the adventurous spirit is exactly what Denver was founded upon.

Sons of 1858 craft beer branding and marketing design tap handles

Challenge

  • Encapsulate the Denver attitude and mindset.
  • Get attention without the help of packaging, because this beer is tap-only, for now.
  • Dodge the cliché craft look and feel, and set the brand apart from the competition naturally.

Key Insights

Craft beer is burgeoning across the nation and Denver, Colorado is one of the epicenters of this resurgence. That means competition is fierce. Leveraging expected imagery wouldn’t work because the Rocky Mountains have been used to the point of being forgettable. We knew that one thing about Denverians has remained true throughout the decades: Adventurous spirit runs deep. Tapping this spirit in a way that was tangible and malleable to various groups of people would be key in crafting this new craft beer brand.

Solution

 

We focused our efforts on the human truth of: No matter who you are, or what you do for a living, there is an adventurous spirit in all of us. That fact set the team up for positioning this brand-to-be as a craft beer much different than others. Sure, exploring flavors, tastes, and ingredients is a great thing to talk about, but it’s not a new conversation. In fact, most craft beers talk about only that. This brand would be different.

Through rigorous naming exercises we created a name that captured the brand’s essence: Sons of 1858. A classic sounding name that nodded to the root of Denver, and those who make Denver their home. This name prompted a tone of voice to be threaded throughout the brand’s touch points. Pioneering, bold, edgy, and, at times, risque. The tone of voice informed the visual tone as well. Photography was carefully setup and shot to encapsulate the adventurer in all of us. This can be seen in the on-premise marketing touch points. (Special thanks to Ladd Forde for the photography.)

Sons of 1858 would launch in two restaurant locations in Denver, but would not have the benefit of packaging at first. This made the tap handle design even more crucial. Our solution was to tell the story of Sons of 1858 in way that would subliminally take hold, while demanding attention immediately. The tap handles are a representation of rock meets wood, the sun rising and setting on mountain tops, and a boldness that dares you to ignore it.

Finally, we furnished the team with a complete brand guidebook so they can build and grow the brand moving forward.

Date

2017

Format

Craft Beer, Craft Brewery

Team Size

Client: 3  / Vigor: 4

Location(s)

Denver, CO

Sons of 1858 craft beer branding and marketing design
Sons of 1858 craft beer branding and marketing design tap handles
Sons of 1858 craft beer branding and marketing design tap handles
Sons of 1858 craft beer branding and marketing design tap handles
Sons of 1858 craft beer branding and marketing design tap handles
Sons of 1858 craft beer branding and marketing design
no responses
Cutty Sark Scotch Whiskey
15/08/16

Cutty Sark Scotch Whiskey

Beverage/Spirits Social Media Strategy & Marketing

Cutty Sark Scotch Whisky

The creators of Cutty Sark Scotch Whisky believed in a new style of whisky – one that blended only the finest malt whiskies was naturally light in color. The brand was created to be brave, creative, and groundbreaking. And since its conception in 1923, Cutty Sark Scotch Whisky has had the nerve necessary to seize golden opportunities without a second guess, and stand by their convictions with no apologies. Vigor helped Cutty own that voice and created marketing and social content that spoke to new followers and drinkers.

Cutty Sark Scotch Whisky shelf talker design off premise marketing advertising

Challenge

Cutty Sark is your grandpa’s Scotch whisky. At one time, Cutty Sark was the best-selling Scotch whisky in the U.S. and was the first Scotch to hit 1 million cases. But that surge of fame was years ago. These days, an entire generation of drinkers passes by the classic green and yellow bottles without a second glance, opting for more familiar whiskies, not knowing the legendary story and taste that sits on the shelf. Cutty and Vigor’s challenge was to tap into a new target of young urban creatives across social media and increase brand awareness to consumers and influencers.

Key Insights

  • Our target consumer, a 25-34 year old male, is a young urban creative with an affinity for music and blunt wisdom.
  • Our target audience typically scrolls through their social feeds on their phones and are active on almost all social platforms
  • Cutty is an easy drinking product, mixable and light
  • The brand’s presence is in urban area where trends are born, spread and flourish
  • Cutty is at home in bars where real friends go to create legendary nights

Solution

The first step in revamping an almost century old Scotch whisky brand was to give it a fresh look and feel leading with a tone of voice that challenges the norm. Vigor developed a tone of voice that perfectly embodied the bold, never-coddling attitude that Cutty Sark represents, then crafted a look just as gritty and indelible.

Through boosted social content and point of sale marketing strategies we appealed to a younger target that appreciates our dedication to telling them how it is while offering them a damn good whisky.

We created several on and off-premise activations including value added packaging, retail displays, coasters, napkins, truck wraps and more that clearly expressed Cutty’s new bold tone.

Date

2014-2016

Format

Spirits, Scotch, Whisky, Whiskey

Team Size

Client: 3  / Vigor: 7

Location(s)

Nationwide

Cutty Sark Scotch Whisky shelf talker design on premise marketing advertising
Cutty Sark Scotch Whisky shelf talker design on premise marketing advertising
Cutty Sark Scotch Whisky shelf talker design off premise marketing advertising
Cutty Sark Scotch Whisky shelf talker design off premise marketing advertising
Cutty Sark Scotch Whisky shelf talker design off premise marketing advertising
Cutty Sark scotch whisky branding and social media marketing
Cutty Sark scotch whisky branding and social media marketing
Cutty Sark scotch whisky branding and social media marketing
Cutty Sark scotch whisky branding and social media marketing
Cutty Sark scotch whisky branding and social media marketing
Cutty Sark scotch whisky branding and social media marketing
Cutty Sark Scotch Whisky shelf talker design off premise marketing advertising
Cutty Sark Scotch Whisky shelf talker design off premise marketing advertising

Results

  • 5.3% follower percentage increase on Instagram
  • 7.2% follower percentage increase on Tumblr
  • Increased the average engagement rate per post on Facebook by 4%
  • Increased average like per post on Instagram by 2.3%
  • Launched a new Twitter handle which became a verified channel and garnered over 1K followers in the first 3 months
no responses
Cutty Sark – Repeal Day Campaign
15/08/16

Cutty Sark – Repeal Day Campaign

Beverage/Spirits Marketing Activation

Cutty Sark – Repeal Day 2015

Cutty Sark Scotch Whisky is beloved in Scotland, and America’s love affair with the brand had an equally auspicious beginning. It was smuggled by the legendary Captain Bill McCoy during Prohibition era, whose notoriously authentic goods gave rise to the expression “the real McCoy.” It wasn’t like other whiskies; it’s easy drinking, easy mixing, and a smooth and light blend of the finest malts in the business.

Cutty Sark scotch whisky marketing social media campaign by Vigor
Cutty Sark scotch whisky marketing social media campaign by Vigor

Summary

On December 5th, 1933, the 18th Amendment was repealed and Prohibition was over. December 5th became known as Repeal Day, and because there’s no better way to celebrate the end of the dark days than with the whisky that witnessed it, Vigor helped Cutty Sark Scotch Whisky tell its story and become a pivotal part of the Repeal Day conversation.

Challenge

Cutty Sark’s challenge was to highlight a holiday that is relatively unknown among drinking age males and do so in a way that positions Cutty as the key influence in the conversations surrounding the original drinking holiday on Tumblr and other social media platforms.

Key Insights

  • Many didn’t realize there was a key drinking holiday they were missing out on.
  • Even more people didn’t know there was a Scotch Whisky that was around when Prohibition ended.
  • People enjoy learning about the history of alcohol and the culture of Prohibition-era America.

Solution

Vigor created excitement and brand awareness around Repeal Day by utilizing Cutty’s Tumblr page as a Repeal Day Hub – filled with original, curated and re-blogged content that helped visitors properly enjoy the anniversary of Prohibition’s demise. Social posts drove fans to the Tumblr page as well as encouraged social conversation and interaction with the brand.

The Repeal Day Hub began as an extension of a Repeal Day Kit we created for on-premise purposes in our key markets. The hub hosted on Tumblr would push into social media and extend to everyone, not able to participate with the on-premise activation in our key market cities. Sponsored social posts ran throughout the weeks prior to Repeal Day capturing the attention of not only Cutty followers, but those interested in the Repeal Day holiday, whisky, and Prohibition.

With a result objective of click-throughs, Cutty Sark saw a reach of over a million with an average cost per result across platforms of $2.62 and over two thousand total click-throughs.

Date

2013

Format

Fast Casual, QSR, Quick Serve

Team Size

Client: 4  / Vigor: 4

Location(s)

Greenville, SC

Cutty Sark scotch whisky marketing social media campaign by Vigor
Cutty Sark scotch whisky marketing social media campaign by Vigor
Cutty Sark scotch whisky marketing social media campaign by Vigor
no responses
Famous Grouse
25/04/16

Famous Grouse

Whisky On Premise & Off Premise Activation Marketing

The Famous Grouse Scotch Whisky

The Famous Grouse is a tremendously popular brand in its home country, but here in the U.S., this celebrated spirit is, well, not so famous. To do this, we banked on a key truth about the human condition: everyone loves to be the find the next hidden gem; the next great classic. Vigor ventured to position the Grouse as an undiscovered treasure – ripe for the hunt – but only by those who deserve its worth.

The Famous Grouse scotch whisky branding and marketing design by Vigor

Challenge

  • Make The Famous Grouse brand famous in the U.S.
  • Drive awareness and purchase consideration of The Famous Grouse family

Key Insights

We knew our target already understood the value of a classic. Whether it’s a record, a car or a quality blended Scotch, they believe that classics are always worth the extra effort in finding them. Hunting down a classic is a testament to their character; it proves they care about integrity, history, authenticity and above all, quality.

Solution

By leveraging our resources for greater market impact and focusing on key growth markets, we allowed our target the opportunity to discover The Famous Grouse through on and off premise creative and social media executions.

For on premise, we developed a number of events that created opportunities for discovery and advocacy by pairing The Famous Grouse with experiences our target already desires like: five course prix-fixe meals from celebrated chefs, complete with a Scotch tasting; a premium suite with a dedicated mixologist at a local sports event; and classic film screenings with specialty cocktails crafted especially for the occasion.

On-premise collateral and off-premise retail displays continued our story of classic discover, by crafting displays that appeared as though they would be more at home in a mahogany-clad study or a used record shop, rather than a liquor store. The design and content of each element was meant to mimic the feeling of uncovering a precious find in a vintage archive.

In addition to our traditional off-premise footprint, we proposed collaborations with retail partners that perpetuate the same values as The Famous Grouse, like Sid Mashburn and Saturdays, to create a curated experience incorporating the Scotch in-store, borrowing equity from brands our target already knows and loves.

To bring the story to life within the digital space, we proposed a film series depicting curators and collectors of cool from around the globe as they set off to unearth the next great classic, and a guerilla campaign with a social component that encouraged targets within our key markets to do the same for the chance to win incredible prizes.

Last, but certainly not least, was our The Famous Grouse Field Guide, which presented itself at each branded occasion, offering our target a handy compendium of recipes and brand history, complete with original illustrations, to reference as they hunt for more classic finds.

Date

2014-2016

Category

Whisky, Whiskey, Scotch, Spirit

Team Size

Client: 2  / Vigor: 6

Area

North America

Famous Grouse scotch whiskey marketing and branding
Famous Grouse scotch whiskey marketing and branding
Famous Grouse scotch whiskey marketing and branding
Famous Grouse scotch whiskey marketing and branding packaging design
Famous Grouse scotch whiskey marketing and branding
Famous Grouse scotch whiskey marketing and branding
Famous Grouse scotch whiskey marketing and branding
no responses