How do you market something that has never been marketed before? Wheyward Spirit knew we would love to help solve the problem. As a wholly unique spirit offering with an emphasis on sustainability, our job was to tell their story and get the word out.
We worked with Wheyward to revamp nearly all aspects of their online presence: from their website to their advertising funnel, we covered it all.
With a disruptor brand such as Wheyward Spirit, it is crucial to have a cohesive, multi-faceted marketing strategy that is able to both intrigue and educate consumers.
There’s a lot to unpack when you’re talking about what is possibly the most unique and sustainable spirit ever, so the brand strategy took an education forward approach.
People seldom buy what they don’t understand (except stocks), and our social media strategy always starts with context. Context on how to use the product, or why to love it. Ultimately, Wheyward's social presence seeks to create space online for mixologists, amateur or pro, to try new things and do away with the status quo.
We always look for experts to whey in on mixology. Influencers are important for showing the versatility of Wheyward Spirit through custom cocktail creations and riffs on classics we all love.
Influencers help articulate what the product is to consumers, and show how to use it in new and exciting ways. We also make sure to work with influencers that can highlight the sustainable core of Wheyward Spirit.
The media team knew that pigeonholing Wheyward Spirit into a whiskey aesthetic would be a mistake, but no clear spirit focus can quite capture the sippable qualities either.
Instead, we walk a fine line between showing the best cocktail base on the market with settings that romanticize the simplicity of enjoying a drink neat. The same way Wheyward Spirit is a versatile friend of any bar cart, our media captures the many facets of the brand.
From featuring accolades to promoting e-commerce, there are a million reasons and ways to get your hands on Wheyward Spirit.
Our primary focus is driving interest in the product with niche audiences, and then pushing them towards an e-commerce buying opportunity they can’t resist. We keep a steady flow of people aware of online order options in key areas.
We find that it’s often better to show, rather than tell, and this especially goes for social media. Reading about the details behind excess whey in the U.S. doesn’t always hook people.
Our social graphics help us delineate the supply chain and show where Wheyward comes in to make a difference. This keeps the social feeds looking unique from a high level perspective as well, because education is at the core of what we produce.
Wheyward is a new face in the spirit space, and establishing credibility requires bringing knowledge to the table.
Newsletters keep customers in the loop with Wheyward’s rapid growth, and blogs keep them hooked on fascinating information about everything from mixology to the distilling process. Of course, our blogs are written with SEO factored in and help improve site visibility.