THE CHALLENGE

Two Roads wanted to raise brand awareness and penetration among new LDA drinkers.

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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.

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THE INSIGHT

Gen Z/new LDA drinkers enjoy brands that reflect the generation's humor and personality of not taking things too seriously.

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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.

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