Hardywood Brewery — Dillon Key – Strategist, VCU Brandcenter

How can a local brewery celebrate the holidays and reduce drinking anxiety?

Non-alcoholic Ginger Beer Product Launch
Client: Hardywood Brewery (live client)

Background

Hardywood made Richmond a beer destination, but many people have cut back on drinking and consider the holidays as a stressful time of the year.

The Objective

Create a seasonal brand campaign and launch Hardywood’s new non-alcoholic ginger beer.

Methodology

· Founder Interview
· Trend research
· Competitive analysis

Realization:

Give people a sense of control.

Strategy:

Family on your terms.

Family = a sense of belonging
On your terms = a sense of control

Campaign Idea:

Cheers to Framily

Our campaign combines friends and family to celebrate the holidays with whoever, however, and wherever people want; because Hardywood has a drink for everybody.

OOH / Digital

To challenge social norms, we combined friends and family into “framily” to celebrate everybody across every type of holiday occasion.

In-Store Display

To succeed in regional grocery stores and win national wholesale contracts, we designed a sibling pack floor display to stand out from the competitors on the cold shelf.