2017 Cassies / Strategy Magazine
Beverages - Alcoholic
Shock Top had moved away from its fun personality which had once set it apart. So to bring life back to the brand they decided to give a voice to the brand that would match its unfiltered brewing process.
18-34 Year old who were open to experimenting with new beers.
Strategy and Media Used:
Using the “Wedgehead” logo (an orange wedge with a Mohawk and sunglasses) it became the strait-talking brand ambassador. Launched in January 2016 the OOH media and beer packaging featured a talking Wedgehead that interacted with pedestrians and shoppers. The brand also created a 30 second Super Bowl spot along with 16 pieces of unique content cinema ads and PR.
During the 1st quarter of 2016, Shock Top’s brand awareness grew by almost 9 points. Year over year sales trends improved from -16% at the end of January to +15% in March 2016. The campaign generated 300 million earned impressions and over one billion PR impressions nationwide.