In an increasingly competitive craft-beer market, Birmingham’s Cahaba Brewing was preparing for the launch of its first canned beer, American Blonde.
Since Cahaba Brewing didn’t have a presence on grocery-store shelves, o2 needed to develop a campaign that would get customers excited about purchasing the Blonde – and store managers excited about carrying it.
o2 believed that a light-tasting yet flavorful beer like American Blonde needed a fun, lighthearted campaign to match.
The campaign o2 developed was unique and attention grabbing while staying true to Cahaba Brewing’s brand. Posters, radio, point-of-purchase and a huge banner outside of the taproom encouraged Birmingham beer drinkers to “take home an American Blonde.”
As a result of o2’s work, area grocery stores opened their shelves and beer fans took home Blondes at an impressive rate — even, in one store, outselling a big-brewery staple. As an added benefit, American Blonde popularity in bars increased, in part due to its more prominent presence around Birmingham.