CLIENT:
LandShark
DATE:
2020
CATEGORY:
Shark Week Campaign
LANDSHARK – SHARK WEEK
How did we help LandShark WIN THE DAY when COVID-19 cancelled all of their summer events?
THE PROBLEM
LandShark is primarily an East Coast “beach beer” that relies on summer events (Spikeball, concerts) to compete in a crowded category.
As a result of COVID-19, however, LandShark had to cancel all of its scheduled summer events and rethink how to engage with existing older “Parrothead” consumers while drawing in a new generation of beer lovers.
THE REALITY
Consumers connect more with brands that have an authentic message that stays true to their brand identity.
THE SOLUTIONS
CREATIVE CONNECTION
Tap into a culturally relevant event—Shark Week—that resonates with both target markets and can be enjoyed safely from home. Because LandShark wasn’t an official sponsor of Shark Week, however, the brand had to get creative IN connectING the two.
MULTIPLE TOUCH POINTS
LandShark utilized multiple touch points to promote a two-week “LandShark Week” campaign.
SOCIAL MEDIA
Social media account (Instagram/Facebook) content included daily countdown stories, teaser posts, and posts connecting the brand to Shark Week daily to increase brand awareness
RETIAL SINGAGE
Retail signage via wholesaler network promoted the program and encouraged sales in large format with stock-up messaging and in small format with the 25-oz. can
