Integrated Marketing Campaign. Kilter
School Portfolio Piece
Challenge
Increase sales for Kilter Brewing Co. and increase awareness of their taproom for younger audiences aged 18-25. We want people to reach for a Kilter before any other local beer on the vendor shelf and consider Kilter’s taproom before any other local brewery. We want Kilter to become the dominant craft beer brand in the province.
We focused on their flagship beer Juicii and increasing their market share.
My Role: Copywriter and Strategist
We made a mood board, and the colours were bright and orange. It felt so warm, cheerful, and bright, and I said, “It’s such a bright beer.” My team took my idea of Juicii as the brighter beer.
My role as a writer involved the idea creation, event planning and merchandising ideas. I connected the event to the solstice, the return of the sun and the connection to brightness.
We were pitching ideas for merchandise, and were talking about the target demographic and nostalgia. I had a flashback to high school and those pants with Juicy written across the bum. I thought it would be hilarious to make Juicii pants.
We made recommendations, including social media ads, a contest, posters, guerilla marketing, TikTok videos, Shelf talkers, merchandise, and an event.
Results
When the pants came on the screen, the Kilter team laughed, and the presentation turned into a conversation. Kilter is still talking about my Juicii pants and is considering making them.
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Rationale
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