The Canadian beer market is highly competitive, dominated by a few key players with very deep pockets. For a craft brew go-to-market costs are prohibitive. How do we compete with the big boys?
We borrowed from the cliché marketing playbook of the big beer brands and created an endless number of slogans. Really derivative ones, and then invited consumers in on the game. Because one slogan just doesn't do Boneshaker justice.
Thousands of social posts using #boneshakerslogans have been created. So far, we've seen a lift in awareness of 60% via YouTube and a 27% lift in brand favourability for Boneshaker. Sales results for the period are up 40% year over year.