Plan of Attack:
American Born Moonshine was a new liquor brand founded on two age-old traditions – bootlegging and rebellion. They engaged Street Attack to help introduce the brand into six key markets. One big challenge for this launch? Whatever we did needed to toe the line of authenticity, while also introducing a whole new product category to a wider, more sophisticated audience.
We started by employing our proprietary Cultural Mapping process to pinpoint the most promising neighborhoods, influencers and potential partnerships. That included testing across multiple consumer groups, defined by both pyschographic and demographic profiles.
We’re not about to give away the juicy details here, but all the resulting discovery led us to a multi-pronged strategy that included a range of hyperlocal media planning and execution. We tapped into the brand’s rebel ethos by mapping and owning the 15 most important intersections in Nashville, achieving a level of visibility and penetration not possible with traditional media formats. We organized and curated influencer events. Created and developed one-of-a-kind brand experiences. And everybody – us included