Athletic Brewing Co.
Athletic Brewing Co.
Advertising Campaign Design
UX/UI Designer: Yajiao Kuang
Graphic Designer: Subin Park, Yang Lei
Introduction
Academy of Art University x NBC Universal x Athletic Brewing Co.
Advertising Future Agency Class: Group Project: Created a camping for NBC universal marketing departments based in San Francisco.
Athletic Brewing Company (AB) is a leading player in the non-alcoholic (NA) beer market, known for its innovative brewing process that delivers big flavor with little alcohol. Despite the challenges of the NA beer segment, AB has experienced significant growth and has established itself as a skate ramp brand, leveraging rigorous R&D and strategic marketing initiatives to capture market share.
Objective
The primary objectives of this creative brief are to position AB as a modern, unstigmatized choice in the NA beer market and to drive further growth and brand awareness. Specific goals include increasing market share, challenging negative perceptions of NA beer, and expanding AB's consumer base and usage occasions.
Target Audience
AB's target audience consists of health-conscious consumers, fitness and health and wellness enthusiasts, and individuals seeking high-quality, flavorful beverages without the negative effects of alcohol. This includes millennials and Gen Z consumers who prioritize wellness and enjoy craft beer experiences.
Age Distribution
Athletic Brewing Co. currently sees its largest consumer segment in the 25-34 age group, which accounts for 27.15% of the traffic on its website. Recognizing significant market growth potential, we are now aiming to increase our focus on the 21-24 age group, which currently represents just 5.8% of our website views.
Persona
David Kennedy
-
Age: 24
Gender: Male
Occupation: Student
Education: Master in Fine Arts
Interests / Hobbies:
Fitness & Wellness
Technology
-
Tech-Driven: Incorporates technology into daily life, seeking smart solutions for convenience.
Balanced Routine: Balances work commitments with fitness and social activities.
-
Finding Health-Conscious Options: Struggles to find beverages that align with health-conscious and sustainable values.
-
Achieve Work-Life Balance: Aims to excel in the professional realm while maintaining a fulfilling personal life.
Discover Unique Flavors: Aspires to explore diverse and unique flavors in beverages, including non-alcoholic options.
-
Social Media: Actively engages on platforms like Instagram and tech forums for product recommendations and updates.
Online Platforms: Prefers exploring and purchasing products through online platforms for convenience.
-
Regularly researches and adopts tech innovations in daily life.
Enjoys trying new fitness routines and products.
Seeks out local breweries and craft beer events.
Strategy Line
Empowering consumers to embrace life’s adventures and pursue wellness without compromise.
Campaign
LIVE LIFE LIFTED
Athletic Brewing Co. inspires people to improve their lives through wellness and adventure without compromise. We promote positivity, energy, and seizing the moment. Enjoy life's journey with our premium brews.
Cheers!
Consumer Process
-
VR Experience
VR Experience of athletics with first-person perspective
-
Explore
Tasting trial experience to explore Personal Flavor Preferences
-
Share
Sharing on Social Media.
Company can use UGC for Advertisement Videos
Pop-Up Store
Our pop-up store features a unique combination of a food truck and a VR experience area. It is designed to be highly mobile, allowing us to set up outside college sports events or at events hosted by NBC Universal.
Phase 1: VR Experience
Our target audience consists of technology enthusiasts who are passionate about wellness and fitness. We offer an immersive athletic VR experience that gives users a firsthand sense of exhilaration and achievement.
Below is the prototype link for the VR experience:
Phase 2: Tasting Experience
Our target audience seeks a healthy beverage that doesn’t compromise on taste. To complement this, we offer beers paired with delicious roast beef sliders, allowing our customers to elevate their flavor experience with our premium brews.
Phase 3 Part I: Instagram Filter + UGC for Social Media
Users can scan the QR code to access an Instagram filter that allows them to capture and share their exhilarating moments. Athletic Brewing Co. can then leverage this user-generated content for advertising campaigns.
Phase 3 Part II: Pause ad partnered with college athletics on Peacock TV
NBC Universal can create inspiring sports moment videos in collaboration with their partnered college athletic teams or sports teams.
Merch Options
Conclusion
We presented our ideas at the NBC Universal office in San Francisco. After the pitch, they provided feedback, describing our concepts as the most inspirational. Although they did not ultimately choose our ideas, the experience was incredibly valuable for me.
