merit
Drinking tea has always been an activity with blunt edges. It’s perfectly nice, polite, and inoffensive. Afternoon tea is something sipped at the country club. Sweet tea is best enjoyed with sweet old ladies on a front porch swing. Tea is served at reserved get togethers as the tame alternative to having a real drink. And to be honest, even hard tea never really got that hard.
But what if there were a way to bring some sharper edges to tea? With a tea that’s not brewed for quiet banter but for voices raised so you can hear them over the punk show. A tea that isn’t for afternoon luncheons or restrained gatherings, but rather for turning the mundane into the outrageous. We’re throwing proper tea etiquette out the window and throwing a new kind of tea party. One that beckons the bold with big energy and a bigger punch.
This is Voodoo Ranger Hardcharged Tea. And it’s not like any hard tea you’ve had before. This is Tea with More Bite.
Voodoo Ranger was launching their Hard Tea nationally to compete with Twisted Tea who currently holds 92% of the marketshare in the hard tea category. The brief to us was:
• How do we target 21-29 y/o male hard tea drinkers in a way that sets us apart from the competition yet stays true to the Voodoo Ranger brand we've created for our beer IPAs?
Challenge is that the Voodoo Ranger character has high awareness in beer circles but lower outside of beer.
One thing Voodoo Ranger has going for it that the competition does not, is that Voodoo Ranger is a badass. What's also badass is that the target indexes very highly with animated content and skews higher to anime-type content.
After launch in May - this content received the highest recall and performance metrics comparted to any Voodoo beer content the brand released in the past 2 years.
