Positioning 805 Beer in new markets
805 is a light, refreshing ale originally created for the laid back California lifestyle. An easy drinking 4.7% beer that can be enjoyed anywhere.
Representing the culture and spirit of its namesake "805" zip code in California was always a deeply powerful way of 805 Beer aligning to core customers with more emotional connection.
In 2017 the beer was poised to launch outside of its California heartland for the first time...
It needed a lunch strategy that took its creative endeavours to focused cultural areas in new markets Chicago, Seattle, Portland and Denver, in order to immerse authentically: becoming part of the culture from within.
Under Rocks worked with the brand team to formalise the existing culture program into an easy to understand and actionable roadmap that ensured there was a strong link to the on-premise sales and growth.
Based on key brand pillars Under Rocks identified shared brand values and their corresponding touch points in each of the new markets. It activated these "pockets" of relevant culture via a clear and actionable four phase launch program that focused on culture, sampling, on-premise programming and events.
Media partnerships, artistic talent and ambassador programs were crafted to bring the 805 Beer to life through its own creative expression.
The work included:
Culture Blueprint Marketing –a detailed piece of work with cultural & geographical blueprints embedded, these being intimate intelligence on what resonates with these most culturally influential communities of people, globally.
The plan fused the brand into the right culture with the possible output and oppertunity to return on investment –unique and sincere relationships were established that delivered commercially astute deals and positioning. It combined 805 Beers signature storytelling amplified by like-mined, influential partners.
3-years on and 805 Beer is still going strong in markets Chicago, Seattle, Portland and Denver and can be enjoyed in approx. 300-400 on and off-premise locations in each city.