merit
Now a national brand, Stranahan’s Colorado Whiskey needed to find a way to get its Colorado street cred back. As part of a larger localization campaign, we developed airport signage targeted toward Colorado's “favorite” tourists to show them what true Colorado whiskey is. But really they were endearing Stranahan’s back to local Coloradans.
Stranahan's is available nationally but sales nationally correlated with how well it did within Colorado. In short - Stranahan's needed to reinvigorate their core.
If you know anything about Colorado, it's that locals refer to themselves as Colorado Natives (Coors even has a beer named that) and Coloradan's all have annoyances with New Yorkers, Californians and Texans - the three states we get most of our tourism from. So we developed this OOH campaign that let our visitors know that if you want to drink Colorado, you drink Stranahan's. But we did it in a way that played into the locals sense of humor and unspoken thoughts about our visitors - further cementing Stranahan's as the brand of Colorado.
