Who doesn't love a little-dog challenger in the realm of packaged goods?
The task:: create a brand for a new smoked bloody Mary mix, making it compelling to both prospects and retailers before they've even tasted it. The good news: this is a premium product with an excellent flavor profile. Smokin' Mary banks on a look and feel that moderates its sexiness in a way that appeals to both men and women. Call it, "sassy forward." Even with a tight budget, Mary is already on shelves across northern California and expanding quickly.
Smokin Mary Smoked Bloody Mary Mix. "Please smoke responsibly."
Two websites were necessary. One was for retailers so they could see that this is indeed a product that's gaining traction, and that they can feel good about putting on their shelves. The other is an independent crowdfunding site is for who want to make contributions to keep production rolling (and get some nifty Mary swag).
The bottle label was the first time Mary sat on a tomato. There needed to be a graphic that would pop from the store shelves. The result was an image that has become iconic for the brand.
A smoking tomato goes into a bar. At least that's how the video tells it. Clean, graphic, and just a little ridiculous. Who doesn't love a bar joke told in a gravely voice? The videos got thousands of views on the first day.
Facebook, Pintrest and Instagram are great ways to keep Mary's fans updated and excited. Fans learn about events, new retailers, new recipes, and Mary's travels. And every once in a while, they receive encouragement to purchase (always with a sassy-forward wink.)