Western Union by ProQuest


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									                                                                                                                                                  As the                   brand
                                                                                                                                                  looked to engage users online
                                                                                                                                                  and solicit slogans to help per-
                                                                                                                                                  sonify its beer as a good friend,
                                                                                                                                                  best buddy and someone who
                                                                                                                                                  would step up to help you in a
                                                                                                                                                  pinch, I believe their audience
                                                                                                                                                  responses were over-edited. This
                                                                                                                                                  was an opportunity to align an
                                                                                                                                                  online effort with a print cam-
                                                                                                                                                  paign whose destination was the
                                                                                                                                                  hang-loose environment of bars;
                                                                                                                                                  yet, unlike the beer, the sayings
                                                                                                                                                  were watered down.
: Redhook, a 20-year-old                                                                                                                          What was a bit surprising to me
craft beer brand, wanted to                                                                                                                       with the
strengthen its recognition as                                                                                                                     e-mail campaign was the lost
a reliable and consistent drink                                                                                                                   opportunity to leverage the
from batch to batch. The             The brewer worked with TM Advertising on a series of print, radio,       The Redhook 2008 coaster            digital channel in a richer, more
company wanted to differentiate      online and point-of-sale promotions that positioned the brew as          contest got four times the          aesthetic way. When serving
itself against brands newer to       “More than beer. It’s Liquid Goodness.” Redhook, personified as           entrants as 2007. Redhook           a culture that prides itself on
the market. Its marketing plan       the loyal friend, was featured in unique taglines from state to state,   brand sales grew 20% over 2007,     character, color, and pageantry, I
in 2008 had a media budget           offering support for sports teams, relationship pains and work. A        while its Long Hammer IPA           would imagine that a design that
under $500,000 and had to            coaster-designing contest on WhatWouldRedhookDo.com invited              saw a 25% lift, becoming the        appealed more to that audience
engage beer drinkers around          beer drinkers to share their own best bud ideals for a chance to have    country’s category leader.          would have been explored.
the country.                         their coasters distributed across the country.                                                  -Cara Wood   Whether using digital avenues
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