Everclear’s a high-proof neutral spirit that, when used correctly, can extract and amplify flavors for some incredible cocktails. The key is getting consumers to look past the brand’s party reputation to see its more sophisticated applications.
Services
- Social Media
- Video
New Bottle Launch
To help the brand overcome its former image, Everclear overhauled their bottle, giving it a clean and refined look to better match the brand’s voice and attitude. We promoted the new bottle utilizing a new technology, Facebook Instant Experience, to give users a more in-depth and customized view of Everclear and encourage them to interact with the brand at their own pace.
In a Snap
We analyzed Everclear’s current social audience and identified the DIY/Foodie audience as an area for massive reach. These people crave short, snackable content that was clear and how-to based. And that’s exactly what we gave them with our In A Snap campaign: Quick, bright videos showing step-by-step instructions for easy-to-make infusions, tinctures and cocktails.
A variety of placements for our bite-sized videos drove strong engagement, with a 50% view rate on YouTube (blitzing the average of 27%). We also leveraged Facebook’s In-Stream video placements to significantly expand the reach of the campaign.
One Bottle Holiday
With its high proof, a bottle of Everclear lasts over twice as long as other spirits. To demonstrate this (and showcase some delicious holiday recipes), we offered the audience unique infusion and cocktail ideas for holiday occasions and gifts from Friendsgiving to New Year’s Eve. We topped off the campaign with a video, in collaboration with our partner Vidzu, which revealed one bottle’s possibilities across the full holiday season.
