Serena Ryder x Libra Non-Alcoholic Craft Beer
Key Tactics
- Brand Building + Partnerships
- Talent Access + Collaborations
- Trend Forecasting
- Marketing Amplification
- Digital Advertising
- Consumer Contesting + Fan Engagement
- Project Management Tools
- Ongoing Client + Agency Communication
- ROI Analysis
- KPI Tracking
- Legal, Accounting and Invoicing
- Long-term Partner Retention, Upsells + Renewals
Overview
Libra Non-Alcoholic Craft Beer was inspired by the need for finding balance. After two years of research, Libra launched a 30-calorie craft beer with none of the alcohol. With the goal of launching nationwide, Libra knew they had to increase their exposure levels creatively to ensure retailer buy-in and customer engagement.
Strategy
To ensure retailer buy-in and consumer engagement, we took a creative approach in aligning with JUNO Award-winning Canadian folk-rocker, and over three years sober, Serena Ryder.
Driven by a shared mission to normalize socializing without alcohol, Serena has taken the role of Libra’s Chief Balance Ambassador - co-creating wellness-inspired content and experiences that encourage Canadians to re-imagine what being social means to them, and find an equilibrium that aligns with their health and lifestyle goals.
1% of Libra profits are donated to ArtHaus, Serena’s music incubator which fosters a community where artists, musicians, creators, music industry leaders, and wellness experts can support one another.
Results
Due to the outpour of love for the joint venture, Serena now has her own custom craft beer which sits tied as Libra’s best seller. Through this partnership, Libra has launched in over 330+ major retail locations nationwide including LCBO, Costco, Sobeys and Loblaws - seeing a 50% increase in overall sales. Libra became the presenting partner of Serena’s 2022 Ontario and Eastern tour legs, with shoutouts to the brand on stage at every show by the singer-songwriter herself. The future of the partnership is strong as we continue to grow together and make non-alcoholic options readily available nationwide.Due to the outpour of love for the joint venture, Serena now has her own custom craft beer which sits tied as Libra’s best seller. Through this partnership, Libra has launched in over 330+ major retail locations nationwide including LCBO, Costco, Sobeys and Loblaws - seeing a 50% increase in overall sales.
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