Traditional and Digital Advertising for Craft Brewing Company
Please find under a summary covering project details and feedback. The innate facts are kept as they are, private information is amended.
Introductory information
A fast induction on the buyer’s organisation
The organisation is Craft Brew Alliance. We are a holding organisation for separate art brewers almost the U.S. and I’m the CMO.
Desired goal
What challenge were you trying to address with Duncan Channon?
We approached Duncan Channon primarily for the Kona Brewing Co brand. It’s a brand that has all the equities of Hawaii, where we have a very facultyful nearness. The brand hadn’t been brought to life from a marketing or interaction articulation standpoint. We occupied Duncan Channon to help us front out how to articulate the brand for the mainland U.S. hearers.
Provided solution
What was the aim of their involvement?
The aim was full labor including strategy, creative, and media. Duncan Channon courtly the brand idea and developed all the messaging almost the idea. The packaging for this particular beer has a very iconic picturesque to it, and they transferred that to other mediums.
They took a preexisting brand and marketed that for the mainland. A big part of it was TV, radio, out-of-home, and digital. We didn’t have Duncan Channon do much collective, but a fair quantity of digital. The core brand idea that translates into 360-degree marketing is the being of that. Beer is wonderfully marketed, advertised, and wonderfully picture-oriented. The faculty and the execution of Duncan Channon',s ideas are world-class in provisions of what’s going on athwart the beer activity.
How did you come to work with Duncan Channon?
We made a request for offer that went out to separate agencies, then narrowed the field down to four. Duncan Channon was selected due to their strategic pondering and their creative capabilities. They’re very facultyful from a strategy standpoint. They have the faculty to get to the core of the effect and articulate it succinctly. They veritably perforate over their gravity touching the creative ideas they fetch advanced. The way they listened and responded to feedback in the throw process was a very big part of what got them the terminal business.
How much have you invested with Duncan Channon?
We’ve spent in the range of $5 to $7 million.
What is the status of this engagement?
We began working with Duncan Channon in October of 2013, and the engagement is ongoing. We used the full agency labors on the initial brand. About 18 months ago, we also asked them to do some work on another brand.
Results achieved
Could you share any evidence that would prove the productivity, condition of work, or the contact of the engagement?
The TV spot was one of the top commercials for that year, according to the testing organisation we occupied. The upfront testing was very facultyful. We also did a paired market test almost the contact it was having using Nielsen sales data. From that, we conversant that it drove deviate by +35% in a quantitative Nielsen study.
We’re in a three-tier method, and care share of mind of completesalers, retailers, and the consumers is very significant. Reactions to the campaign have been very real athwart this spectrum. The primary testing outscored another leading, iconic campaign in the activity, which shows how facultyful the idea and execution are behind the work. Our brand has continued to grow in the high teens, in an overall beer state that’s flat. It outpaces total beer, introduce beer, and art beer.
I ponder the execution fulfills our goals in a facultyful way. We haven’t conquered the mainland yet, but we’re headed in the right course. The idea surely interactes and resonates with nation in provisions of relevancy.
How did Duncan Channon accomplish from a project treatment standpoint?
Duncan Channon',s team has been on time and budget throughout the complete engagement. They prepare good interaction, and we work through effects unitedly.
Our work is based on the extrinsic and strategy, and we have good back-and-forth conversations. They’re a facultyful creative agency, so they have a lot of ideas and a facultyful point of view. I ponder our job is to help them apprehend the brand and tweak the ideas to fit the brand better. We have a good collaboration from that perspective. Our interaction is a vigorous weigh.
What did you find most forcible almost Duncan Channon?
I would say creativity is their most forcible front, then strategic programning.
Are there any areas Duncan Channon could better?
Duncan Channon does a good job on media, but I ponder sometimes they don’t have the layer in provisions of buying faculty in the marketplace. That’s an area where they’re not as facultyful as a bigger media agency would be.
