Good Robot
A heavyweight
launch for an
ultralight beer
- Copywriting
- Branding
- Digital Development
- Campaign
- Media
- Social Media
Good Robot, one of Nova Scotia’s beloved microbreweries, was ready to tackle a Goliath opponent: the ultra-light, low-calorie beer category. The team at Good Robot knew a growing market existed for crushable, low-alcohol brews. But they also knew they needed a spectacular launch: after all, they were competing against billion-dollar breweries with quasi-endless resources.
So, they came to us for a complete product line design of the new Good Robot ULTRA, along with a fully integrated launch campaign. They needed to convince people, through looks and words, that ULTRA is ideal for those who enjoy local microbrews a lot but calories and alcohol a little less. Of course, the very nature of the challenge made us thirsty for success. Amongst other things.
We knew we needed to keep the widely-recognized emblem of Good Robot—the robot itself. That’s why we opted for a simple, bare-bones design using the natural silver colour of the can---like a naked robot. Not only naked but also visibly shedding excess: nuts and bolts are falling from the Robot’s logo at the top of the can. The result is lean, clean, metallic packaging in line with the product's tagline, “We’ve made things a little lighter.”
The campaign surrounding the launch included out-of-home billboards, social media ads, TSAs and digital displays. Additionally, the campaign ran on digital screens in 14 gyms across Halifax, targeting a health-conscious audience likely to be interested in a low-calorie beverage. It didn’t hurt that those gyms had been hand-picked based on one important criterion: being close to a participating NSLC.
The Outcome
A launch we can raise our glasses to
These combined tactics drew massive attention to the Halifax brewery’s latest concoction. In total, the brand received close to 17M impressions, bringing over 14K clicks to Good Robot ULTRA’s web page.
To boot, the Good Robot’s ULTRA product identity was awarded a 2024 ICE Award for Brand Packaging.
