STRATEGY | CREATIVE CAMPAIGN
VOODOO RANGER
© Good Conduct 2025
THE TASK
After we created the larger Voodoo Ranger brand from the ground up at our previous agency, New Belgium reached out to Good Conduct to launch their new Hard Tea in 2024 to try and capture the same magic we did in from 2019-2021. The goal was to gain quick awareness through a splashy launch stunt, while supporting that with holistic creative platform used to differentiate tea from the category, and build affinity for the new “brand”.
INSIGHT
Tea is an activity with blunt edges made for grandmothers, high society, and rocking chairs - Making “hard” tea, a bit of an oxymoron.
STRATEGY
In a world that views tea as a drink for boring activities
Voodoo Ranger makes it exciting.
By creating a hard tea made for a different kind of fun
Because hard tea, should actually go hard.
CREATIVE PLATFORM
A TEA THAT PARTIES.
Drinking tea has always been an activity with blunt edges. But what if there were a way to bring some sharper edges to tea? With a tea that isn’t for afternoon luncheons or restrained gatherings, but rather for turning the mundane into the outrageous. To launch Voodoo Ranger Hardcharged Tea we threw proper tea etiquette out the window and threw a new kind of tea party.
WE INVITED THE MANHATTAN ELITE TO A TEA PARTY. THEN WE ASKED THEM TO PARTY LIKE ROCK STARS.
PAID SOCIAL
RESULTS
+54% velocity growth
Instant credibility as a true market challenger
Earned media placements across local NYC and national outlets