Task:
Develop a shopper marketing campaign to increase brand awareness and sales of MillerCoors’ Smith and Forge Hard Cider in retailers Mariano’s and 7-11.

Insight:
Smith and Forge is targeted at male college-educated millennials. This demographic have recently left education and entered a new professional life stage. With this comes a desire to express their new professional identity by changing drinking habits, distancing themselves from college beverages and trying new beverage brands.

Strategy:
We created a campaign called #ExpandYourHorizons to entice the target demographic to give Smith and Forge a try, pairing it with the retailers’ own niche products. Cider is often seen as a female drink when in fact it is stronger than most beers. Our campaign aimed to break this stigma with various incentives. The ultimate aim was to entice more millennials to choose Smith and Forge as the drink they chose to express their uniqueness and new professional life stage.