Objective: Magic Hat Brewing Company is known for selling a limited edition 24 variety pack each holiday season. CASSIDYNYC had to figure which would be the most appropriate designs for the holiday season that would be marketable to people over legal drinking age who were on the go.
Through package design, POS sales, pop up shops, print ads, email blasts and guerrilla advertising. The product took shape and became a part of the holiday season especially for the younger spectrum of the target demographic.
Package Design: The use of a geometric pattern in a different color for each label allowed to create a feeling for the flavor. This was paired with a knocked out outline of the titled character of each beer. The chosen names were NORS MAN IPA, Old Fashioned Gingerbread, Dark Slope, and Winter Cabin. When designing the bottle all things were considered including making each bottle feel different yet cohesive, maintaining brand equity and leaving a message under each cap.
POS: The box was a blank canvas and it was chosen to show the flavors on all panels because you never know how the consumer will see it first at POS. This limited edition variety pack would only be available in stores that regularly carry the brand and also in the Pop up shops located around the Northern East Coast.
Pop Up Shop: These shops would be located in high traffic terminals in the Northern corridor of the United States because this is the market that the brand sells in. The prospective locations would be Grand Central Station, New York , Penn Station, New York , South Station, Boston , and New Haven Station, Connecticut.
The main shop would be inside of a reconfigured cargo container and wrapped to look like the variety box. Inside customers could buy the variety pack as long as they are legal age. Branded merchandise would also be sold to up sale the product. Because people are always looking for a last minute little gifts for people in their lives. If they choose to give the product as a gift then it expands the reach of the brand another degree. Next to the shop would be a tasting text where prospective customers could try out the limited edition flavors. They will also receive a pin of the flavor they tried as a take away.
Subway Car Ads: To educate the on-the-go public we decided the best place to advertise was in the subway. Since we wanted to capture their attention the moment they saw the train car, the logical step was to wrap the entire car to resemble the variety pack. This helps to create recognition.
As the person travels in the train car, they look around and see the ads above the seats. The ads were fun yet descriptive of the flavor profile of each brew. The end cap ads used was to bring that information together and tell the consumer that the pack was a great option for a person on their gift list or themselves. If they look on the floors, they would see the logo of the brewery in an ornament and the information about the Pop Up Shop.