Pilsner Light
Campaign
PACKAGING · PRODUCT LAUNCH · CAMPAIGN STRATEGY · CREATIVE DIRECTION · PAID MEDIA
Pilsner Light
Campaign
PACKAGING · PRODUCT LAUNCH · CAMPAIGN STRATEGY · CREATIVE DIRECTION · PAID MEDIA
The campaign was built to drive brand awareness through videos ads to support its market launch. We needed to introduce Pilsner Light to the right people, in the right distribution areas, and with a creative that felt like summer in the Adirondacks.
THE RESULTS
EXCEEDED KPI GOALS
7,135
THRUPLAYS
7,299
95% THRUPLAY
22.4K
IMPRESSIONS
1.74x
FREQUENCY
TARGET: 30,000-60,000
70% OF TARGET AFTER 14 DAYS
TARGET: 2.4-4/VIEWER
72% OF TARGET AFTER 14 DAYS
13.1K
PEOPLE REACHED
0.64%
CTR (BEERFINDER)
25%+ EXCELLENT BENCHMARK
EXCEEDS BENCHMARK IN 14 DAYS
TARGET: 5,000-7,000
EXCEEDED TARGET AFTER 14 DAYS
$0.02
COST/THRUPLAY
TARGET: <0.08/THRUPLAY
75% BELOW TARGET AFTER 14 DAYS
Ongoing Ad
10.3s
AvG. WATCH TIME
70%+ (10+ secs) GOOD BENCHMARK
EXCEEDS BENCHMARK IN 14 DAYS
TARGET: >0.08% CTR
EXCEEDS BENCHMARK IN 14 DAYS
TARGET: 12,000-20,000
EXCEEDED TARGET AFTER 14 DAYS
On track for exceptional RESults
● Outlook
At this rate, the full budget will yield…
~25,500
thruplays
85,000
Imperssions
The CHALlENGE
Consumer demand for lighter beer continues to grow, but many craft drinkers feel forced to choose between flavor and drinkability.
Paradox Brewery had an opportunity to enter the growing light beer category while staying true to its reputation as a lager-focused brewery.
Rather than competing on calories alone, we positioned Pilsner Light around an active Upstate lifestyle, creating a beer that belonged at the lake, campsite, backyard barbecue, and summer concert.
The challenge was to:
✔ Introduce an entirely new product.
✔ Differentiate from national light beer brands.
✔ Build brand awareness within retail distribution markets.
✔ Support wholesale sales efforts.
✔ Execute the launch on a lean budget in coordination with production and sales.
THE WORK
✔ Strategy
✔ Creative rollout
✔ Cross department coordination
✔ Contract Management
✔ Execution of paid media
✔ Sales enablement
✔ Align every touchpoint for release
✔ Increase brand awareness
Rather than creating another brewery-focused commercial, we built a lifestyle campaign centered around summer in Upstate New York.
Partners & Credits
My Role: Strategy, Creative Direction, Launch Execution, Paid Media
Label Design: Rob Hendricks
Videography: Wildline Media Productions
Obvi, the brew team that made the magic to begin with.. holla
● Contact
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