817 Blonde Program
After spending close to a decade living in Fort Worth, it’s safe to say Cowtown is close to my heart. When my team announced this new specialty brew that would only be available in the TCU stadium, I was thrilled to create a can that would reflect the things I love about this city and my Alma Mater.
817 Blonde was available in 19.2 oz cans in the TCU football stadium during the 2021 season. Because of the popularity of the product, Revolver made the decision to launch it as a 6 pack of 12 oz cans in the Spring of 2022. Since the beer was named after and brewed for the cities in the 817 area code, we planned a mix of digital and traditional advertisement targeted specifically to the Fort Worth, Weatherford, and Granbury areas.
Design Decisions
To honor both the city I call home, and my alma mater, I chose to create a detailed piece that would encourage customers to really engage with the can, much like a Where’s Waldo illustration, just for Fort Worth. I chose a color palette similar to TCU purple and illustrated each iconic building and landmark to create this skyline. For the 19.2 oz can, I included a silhouette of a horned frog to pay homage to TCU’s mascot. Since the 6 packs would be distributed far beyond TCU, I redesigned the can to include the Weatherford and Granbury courthouses, and removed the horned frog.
The 6 pack design mirrors the can. I designed the boxes so they could be placed side-by-side on retail shelves, and the skyline would line up to create a full view of the artwork.
Social Media
The social media strategy for the TCU exclusive launch revolved primarily around user-generated-content. Because the can is unique and memorable, we found that it provided an Insta-worthy photo op at TCU games.
Supportive Collateral
Supportive collateral for this launch included billboards around the Fort Worth area and posters and digital content for bars, restaurants, and retail locations. For retail locations, we created custom pole toppers and eye-catching 3ft tall oil barrels, wrapped to look like giant beer cans. We also facilitated launch parties around Fort Worth, which required custom materials such as koozies and beer buckets.
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