Deschutes Brewery: Da Shootz Launch
Long a craft brew favorite in the PNW, Deschutes Brewery was launching a new pilsner that was meant for an audience that didn’t usually go for craft beers. This new pilsner, Da Shootz!, needed to stand out in an unforgiving category in which taste isn’t a differentiator and the beer + activity = fun is a well-worn trope. In order to stand out, the campaign had to do something completely different and unique to really make the new-to-craft drinker pay attention.
Pair it with fun -
The campaign was created with a simple, clear message that’s delivered with a memorable hook that subverted the category norms. The Pair It with Fun campaign created instant relevance for Da Shootz! with custom creative executions for all kinds of activities that authentically reflected our audience's lifestyle. The anchor of the campaign, the Pairit Parrot, was a delivery vehicle that stood out visually and brought a silly and irreverent voice to the campaign to prove that fun is in the product’s DNA.
Public relations and media outreach —
Custom video content for top tier media writers —
Out of home —
Social content —
Paid search + digital —
A unique search strategy was employed that played off unlikely pairings and caught our target audience in surprising ways. For example, a search for hiking boots would serve an ad about Da Shootz! pairing perfectly with a hiking adventure: “Pair it with backcountry.”
This strategy was paired with dynamic landing pages that used the data from search queries to create custom content directly related to the keyword. For instance, if a user clicks on our “Pairs with Thrifting” ad, the UTM data will attach a custom URL that directs to a landing page directed at lovers of vintage.
Campaign guidelines —
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Project: Da Shootz Product Launch
Agency: CMD
Role: Creative Director / Designer
Creative Director: Andy Cale
Art Director: Christopher Shults
ACD: Gary Golden
Writer: Avery Harrison