Key Takeaways
- Wherehouse Beverage Co. launches its largest ad campaign for WYNK THC Seltzer.
- The campaign aims to mainstream low-dose cannabis seltzers.
- Major focus areas include Chicago, Boston, and New Jersey.
- Campaign elements include billboards, digital ads, guerilla postings, and event activations.
- WYNK has seen a 300% year-over-year growth amid regulatory challenges.
Launch of the "Get Together" Campaign
Wherehouse Beverage Co., the company behind WYNK® THC Seltzer, announced in a news release its most extensive marketing campaign to date.
The "Get Together" campaign promotes WYNK's zero-calorie, zero-hangover cannabis seltzer. Driven by a 300% year-over-year growth in June, the campaign addresses the increasing demand for alcohol alternatives like low-dose THC seltzers.
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Campaign Strategy and Execution
The "Get Together" campaign is a 360-degree program that leverages various media platforms. The campaign slogan, "It's seltzer, with a WYNK of THC," aims to resonate with consumers seeking a social beverage alternative.
Visuals depict WYNK in typical social settings to convey comfort and approachability.
Out-of-Home Advertising
Out-of-home advertising includes billboards, digital Soofa signs, trucks, and pedicabs in high-traffic areas like Wicker Park in Chicago, Fenway Park in Boston, Northern New Jersey highways, downtown Minneapolis, and digital boards across Nashville and Ohio.
Guerilla Marketing Efforts
Guerilla marketing includes wild postings in Manhattan, Brooklyn, Northern New Jersey, and Chicago, as well as a WYNK mural in Maine.
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Digital and Social Media Campaign
The digital campaign includes social media engagement through user-generated content and influencer partnerships, highlighting in-person connections and celebrations.
Event Activations and Sweepstakes
WYNK will be present at street and music festivals, offering product samples. The campaign also features a "Dream Getaway" sweepstakes to encourage consumer participation.
Market Impact and Growth
Since its November launch, WYNK has seen significant growth, particularly in Chicago, with a 75% quarter-over-quarter increase. Early adopters include music venues like Thalia Hall, retailers like Binny's, and restaurant groups like 2Bears Tavern Group. The "Get Together" campaign aims to build on this momentum.
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CEO's Perspective
Angus Rittenburg, CEO & Co-Founder of Wherehouse Beverage Co., noted in the news release that consistent sales growth in liquor stores, bars, and restaurants indicates a strong consumer appetite for alternatives to traditional alcoholic drinks.
Despite regulatory challenges, the company has invested in compliance to ensure product accessibility. Rittenburg emphasized the campaign's role in normalizing cannabis consumption, similar to traditional alcohol marketing.
About Wherehouse Beverage Co.
Wherehouse Beverage Co. produces WYNK®, an award-winning line of zero-calorie, zero-hangover cannabis seltzers, aiming to provide adult consumers with a responsible alternative to alcohol.
The company continues to lead in the low-dose cannabis beverage market.
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Wherehouse Beverage Co. aims to strengthen its position in the cannabis beverage industry by using diverse media and a consumer-driven approach.
Learn more in this news release.
[Image via Wherehouse Beverage Co.]