BIRDS OF PARADISE

Flying Embers, Beverage Space

Flying Embers is a brand specializing in canned cocktails and hard kombucha, celebrated for its extraordinary, daring flavor combinations, elevated alcohol by volume (ABV), and incorporation of genuine fruit ingredients.

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The OBJECTIVE

The marketing objective for Flying Embers is to introduce a new product line inspired by tropical cocktails, designed to keep flavors refreshed. To achieve this, the brand will require a comprehensive creative strategy that includes a strong visual point of view, compelling storytelling, and content tailored for all digital channels. This approach will drive awareness and engagement during the crucial early summer season, ensuring our products stand out and resonate with our target audience.

The Creative STRATEGY

The 'Birds Of Paradise' hero product launch was a new offering that aimed to create a delightful, concise, and unforgettable experience. Its purpose was to evoke the sensation of being transported to a warm, vibrant, and tropical destination with a single sip. This launch also emphasized the idea that our liquid was so delectable and invigorating that it was meant to be savored rather than consumed hurriedly. Building upon the phrase "Have A Nice Sip," we subtly alluded to how Flying Embers could elevate, energize, and ignite experiences and the world around you in an engaging and disruptive manner. We conveyed how we'd captured the essence of paradise and delivered it within a 12oz elixir of pure delight.

To narrate this summer hero story, we leveraged influencers who conveyed a journey bursting with flavors, plucked straight from paradise, and designed to be relished. This narrative was skillfully showcased through e-commerce, in-store promotions, paid and owned social media, email marketing, and live events.