Case Study
GO HARD!
Services
Client
Year
Website
Challenge
Introducing Hardseltzers - a popular alcoholic beverage in foreign markets but largely unexplored in India, presented with a new name.
We needed to not only establish SPYK as a brand but also educate the Indian audience about this new beverage category, all while maintaining a fun and engaging presence on social media.
This persona ties back to our overall communication that saw party culture as our avenue to success, taking a simple approach that encouraged audiences to have a good time without any lingering fears.
Goal
Speaking to the Party Animals of India through a simple communication structure.
Our primary objective was to target the Gen-Z and Millennial segments, who are open to experimenting with their beverages. We aimed to create a fun, playful, and lighthearted brand persona that resonated with this audience.
We sought to position SPYK as the underdog that knows how to party and is looking to make a name for itself in the Indian market. Our mantra, “GO HARD – SIMPLE, MEMORABLE & MEANINGFUL,” encapsulated this approach.
Result
The Party you can't miss: Django got the launch & SPYK has got the drinks.
We kicked off the brand with a launch grid that clearly communicated the brand’s tone, USPs, and flavors in an aesthetically pleasing manner. This was followed by the creation of an image bank to maintain visual consistency. Social media played a crucial role, where we had to establish the brand and familiarize audiences with the hard seltzer category.
Once we had the brand searchable on social, we then went on the release a serious of films with Rohan Joshi & The Great Khali who hammered home the “GO HARD” communication. This was coupled with onground events & launch parties at select cities that gave influencers the chance to taste & promote the same with content reposted for the same on social media as well.
Those influencers, helped keep the conversation alive, leading to successful engagement and brand awareness within the target demographics.
