Huss Brewing Co. is proud to be one of Arizona’s largest independent brewers. But what happens when an established beer maker decides to get into the seltzer game? After finding a point of differentiation, Huss identified Ranch Water—which is popular in West Texas—as a point of entry and began experimenting with developing an Arizona-centric version of this lime-inspired libation just for our state.
In 2021, ANDERSON partnered with Huss to develop the strategically positioned launch and create a brand awareness campaign for Huss’s version of “Arizona Ranch Water,” a local hard seltzer. This product launch needed to accomplish the following:
1
Continue to strengthen Huss’s position as the Arizona brewer of choice
2
Drive brand awareness of the new product
3
Generate excitement
4
Increase website traffic
What We Did
STRATEGY
ACCOUNT PLANNING
MEDIA
Digital
Creative
SOLUTION
Though not all Arizonans are familiar with Arizona Ranch Water, we determined that this was less about educating people (which would bog down the message) and more about the feeling the beverage could elicit: drinking it at the local “watering hole” and the refreshing explosion of “ahhh” at first sip. The media strategy was key not only in presenting the brand awareness campaign to the public but also in promoting the concept of Arizona Ranch Water in general.
Results
Over
9 Million
TOTAL IMPRESSIONS FROM OCT 11 - DEC 31, 2021
Over
6 Million
TOTAL OOH IMPRESSIONS
Over
2 Million
DIGITAL IMPRESSIONS
0.65%
CTR ACROSS ALL DIGITAL CHANNELS
153,646
VIDEO VIEWS
75%
AGGREGATE AVERAGE VIDEO COMPLETION RATE
8,321
SESSIONS DRiven TO FINDHUSSBEER.COM
