Smith & Forge Brand Launch

Brooklyn

Situation.

Promote the launch of Smith & Forge, a new hard cider with a distinct brand position.

Task.

Create a thematic launch event in Brooklyn that communicates the brand's "gritty, but great" brand identity.

Action.

We took over the Brooklyn Bowl with a unique 1920s style event. Key beer drinkers were invited via Thrillist to come enjoy Smith & Forge Hard Cider and experience 1920s feats of strength games and live music. Activities included an arm wrestling tournament, a bowling competition, a High Striker competition, a custom photo booth with oversized props and blacksmiths forging branded belt buckles onsite. We interviewed and hired 30 promotional staff and sourced period-appropriate costumes. The evening culminated with a performance by Caveman as well as an appearance by “Breaking Bad” actor, Mike Ehrmantraut.

Result.

This event was a huge success and consumers were excited about the first look and taste of Smith & Forge Hard Cider. Lines to get into the event formed around the block. Once inside, consumers actively participated in all the activities and experienced the true essence of the brand.

Program Type

Brand Launch Event | Music Performance | Consumer Event

File Under

Creative Strategy | Experiential Design | Venue Selection + Management | Spatial Design | Art Direction | Project Management | Event Production | Technical Oversight | Guest Experience | Vendor Procurement + Management | Food & Beverage Oversight | VIP Handling | Talent Procurement | Entertainment | Brand Ambassador Staffing | Event Look & Feel | Signage and Wayfinding | Floorplans | Design & Fabrication | Social / Networking Activities | Temp Staff & Brand Ambassadors

1882

year the building was built

16

bowling lanes

78

belt buckles forged

1/5
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