Taking on a category that’s quickly surpassed the volume size of any other spirits category is a tall order for any challenger. Our Year One approach was to seek ways to be bold and authentic – refreshingly real – in crowded spaces. Because every single brand encounter is media, we created a holistic design system that included product and package design, website design, advertising campaign work, social media and point of sale moments. We also worked with high reach influencers like Goop to activate and signal the brand as a better-for-you cocktail that celebrates healthy, refreshingly real lifestyles.
In Year 2, we introduced a more surgical challenger brand strategy: We set out to help MCC become the champion and curator for, not only what is refreshing about the product, but also for what is refreshing in the world –moments, posts, stories, notions. This story system would not only talk about being refreshing but behave in a way that feels refreshing to our audiences. The campaign would begin to introduce a human element through moments that feel refreshing to the soul and offer a feel-good social currency that our audiences would be proud to be a part of. Across all channels, the experience of Miami Cocktail would reach beyond the tired category beach, poolside, and party vibe, and offer our discerning audiences a grownup experience commensurate with the no-fake, globally-sourced ingredients and evolved nature of these craft cocktails – with a refreshingly real moment at every turn inviting them to #rethinkyourdrink.