TWO ROADS BREWING/
REMARKABLE DIGITAL GROUP
Creative Brief:
THE CHALLENGE
Two Roads wanted to raise brand awareness and penetration among new LDA drinkers.
THE SOLUTION
We created an interactive campaign that emphasizes Two Roads' adventurous value by using the same fun, vibrant tone from their packaging and website in their social media presence and advertising. Positioning Two Roads as a specialized and unique brand compared to other mainstream brands.
THE INSIGHT
Gen Z/new LDA drinkers enjoy brands that reflect the generation's humor and personality of not taking things too seriously.
KEY MESSAGE
Two Roads is the voice of Gen-Z LDA drinkers in beer because of the experience the brand provides from its fun packaging to its unique flavors.
OPPORTUNITY
Create brand awareness and favorability towards Two Roads for the new LDA drinkers by using the same fun, vibrant tone from their packaging and website and employing it in their social media presence and advertising.
STRATEGY
The interactive campaign will evoke feelings of relatability and fun to show that Two Roads is a fascinating, relatable, innovative, and approachable brand for Gen Zs. It will bring the Road Less Traveled brand premise to life through digital, social, feed-first, and interesting ways.
BRAND AUDIT---
RESEARCH REPORT----
Two Roads: Understanding Gen Z Beverage Behaviors
Business Question
How can Two Roads better connect with younger legal-drinking-age consumers?
Research approach
Designed and executed mixed-method research combining:
20-question quantitative survey with 84 respondents
Eight in-depth interviewsInterview and survey guide development
Social listening
Mintel, Google Trends, and secondary research
Qualitative and quantitative synthesis
Key Findings
Younger consumers prioritized flavor, experience, and identity over established brand loyalty.
Peer recommendations and social discovery strongly influenced trial.
Visual identity, packaging, humor, and authentic branded content helped products stand out.
Strategic Impact:
Translated mixed-method research into a Gen Z growth strategy for Two Roads, recommending a stronger social-first presence, product-led messaging, sampling initiatives, and a more distinctive visual identity designed to increase relevance, trial, and brand consideration among younger legal-drinking-age consumers.
My Role:
Developed the research objective, survey and IDI guides; helped conduct interviews; analyzed primary and secondary research; synthesized findings; and translated insights into strategic recommendations and a creative brief.