Archive | May, 2009

Henry Weinhard’s Campaign

31 May

Partners: Nicole Schultz

Our process began with our initial concept of Experience Portland. We believe Weinhard’s local roots to the city and Northwest attributes will create loyal brand advocates.

Styleboard:

Styleboard

Using the variety of sodas (Root Beer, Vanilla Cream, Black Cherry, and Orange Cream), we took the brand to the next level: we attributed the soda with distinct personality types of the Northwest.

Root Beer: outdoorsy-bear-wrestling-hiker, Vanilla Cream: Pearl-District-yoga-enthusiast, Black Cherry: self-proclaimed-Hawthorne-hipster, and Orange Cream: nautical-salmon-loving-AARP-member.

MargieHipster


Final Excecutions

The next step we took in the Weinhard’s campaign was connecting the soda to distinct places in Portland. The people of Portland are already advocates for where they live, by introducing each soda to distinct areas of Portland, we in turn create distinct advocates for the sodas.Henrys 5.31


For furture gowth, taking the concept :Experience Portland” to the next level. We want Henry’s be more Portland-y and Northwest-y by using music and the Northwest green awareness. By taking Henry’s to local music venues and festivals, each soda can have its own flavor or genre of music. For example, Black Cherry would attend The Manimals concert at the Crystal Ballroom, we create a following of The Manimals‘ fans that have an affiliation with the soda that is beyond flavor or taste.Bottle Refilling

In order to be green, Henry’s would go back to the roots of soda distribution by creating bottle refilling centers. Instead of recycling a bottle, Henry’s will go up the green pyramid by reusing bottles. The Northwest is know for being a leader in green, Weinhard’s needs to reflect that leadership. We would introduce the bottle refilling centers at the local music venues and from there establish centers around the Northwest.

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