Branding & Marketing
Strategy | Copywriting | Creative Direction
I’ve had my fair share of booze clients. I’ve named new brands, created campaigns, done branding, and led creative direction on digital efforts. But through working with a wide variety of spirits, I had yet to work on a brand quite like this. SABI Wasabi Whiskey is unique in its flavor profile, and especially in its branding.
BRANDING & STRATEGY
The look and feel was pretty much established when this project came to our agency, but there was no messaging whatsoever. I led creative efforts to establish a strong voice for the brand that would identify with its Millennial target audience. Visually, the brand was a mashup of Asian cultures, so to ensure that was never offensive, I recommend we own it with a tongue and cheek voice that acknowledged the ridiculousness of a dragon and samurai-inspired spirit.
Part of our positioning was to pose a challenge to our audience, both to their current drink of choice, and in daring them to try such a bizarre and powerful flavor. Sample messaging from the brand book:
Today’s fancy whiskeys have drifted from the strong libations of the past. They’re no longer those kick-it-back-and-watch-your-chest-hairs-grow type of shots. No, men sip it as if it were a Sour Appletini. SABI Whiskey is putting the kick, back into ‘kick a few back.’
I led creative strategy and efforts across several platforms, including video. Messaging focused on encouraging folks to get in touch with their inner samurai. The tagline posed a masculine challenge, something Millennial males love.
Many liquor sites are just frills and have no real value. At best you might have a “find it” feature. I wanted more. Thinking like our audience, I realized most college students or young boozers might want to make shooters with this odd-flavored liquor, but aren’t the type to think ahead. So, let’s cater to that spontaneity, and create a drink builder that asks what you have, then tells you what you could make. In addition to this fun feature, my messaging was utilized throughout the site.