Maker of content VICE Media was set to launch a new kind of content – a beer, named after their pub and music venue The Old Blue Last in Old Street, London UK. The scheduled launch was to be in their hometown neighbourhood Brooklyn, NYC, October 2016.
What does VICE look like in a can – how does VICE maintain its distinctive and unique brand character within a heavily regulated industry that has laws dating back to 1918. How does VICE persuade its fans to go to the beer when those fans are used to VICE content coming to them, either directly to their mobile device or their TV screen via their channel subscription. And how does all that happen in a 4-month project-based timeframe….
The launch campaign leveraged the VICE Media network to create fans for the beer, partnerships, sponsorship and liquid to lips opportunities. All brand concerns were negotiated and mediated within a complex matrix organisation in a cross functional role that bought together multiple directors, creative, marketing, production and operational teams to ensure the VICE brand was maintained and that Old Blue Last was a VICE product – and one that was delivered to the market within the deadline specified.
- The 4-month project work saw Old Blue Last launch on October 15th, 2016
- Before finishing the contract at the end of that year, the work secured distribution in 37 key lighthouse accounts in NYC
- All accounts were activated and supported by Marketing and the Brand Ambassador