Voodoo Ranger is a portfolio of IPAs with national distribution from New Belgium Brewing.
THE PROBLEM
Craft beer has been down 8-12% YoY as a whole with younger consumers shifting
to spirits and seltzers.
OBJECTIVE
Differentiate Voodoo Ranger from the bearded beer snobs of craft beer while building a fan base and growing
distribution and sales
INTRODUCING THE VOODOO RANGER
Leveraging the unique label art, we brought the Voodoo Ranger to life with a unique point of view and
an ownable voice.
THE IDEA: LIVE RANGEROUSLY
The strategy was to bring levity to craft beer. While everyone else is taking craft beer way too seriously, we reminded people that drinking beer is fun. Through sarcasm, quick wit, and entertainment, we connected with craft beer consumers in a way no one has before.
From a visual standpoint, we embraced the illustrated identity of the can art and created a world surrounding it…A far cry from the outdoorsy rustic look of the craft category.
After we established our personality as the most sarcastic beer spokesperson in the category, we earned the permission to start participating in popular culture through jokes and memes about current events.
TELEVISION
Since we built a reputation for poking fun at pretty much everything, we thought poking fun at TV tropes in general would be a great way to introduce our brand to a mass audience in our first television spot ever.
1985 - THE BEER
May 2020 turned out to be the perfect time for an escape back to the future
of the 80s.
To help announce the launch and bring levity to a consumer exhausted by
lock-downs, we unleashed a fleet of DeLoreans to Chicago in the
most 80s way possible.
Building off the DeLorean introduction, we tapped into the nostalgia of the 80s through branded and cultural references to drive product and taste appeal
JUICIFER
• The Rotational IPA series was the #1 craft beer launch in 2019
• 62% salves growth YOY in a category down 8-12%
• Overcome Fat Tire to be the #1 beer in New Belgium’s portfolio
• Turned a little known product into a beloved beer mascot with a rabid fan base
• 2000 followers to over 100K followers on IG only and still growing