Straightaway Brand
Campaign Challenge: How do we create distinction for Straightaway's quality in a glut of cheaper knockoffs?
Real: Astonishingly good RTD cocktails, made with curated ingredients and passion
Beautiful: We all need moments of enchantment and wonder to survive the routine
Expression: Elevate Everywhere is a call to raise your drink and make your gathering legendary
Roadmap: Paid & organic social, display, online video, urban billboard, retail, packaging
Results: 54M impressions (5x planned), DTC sales doubled in key sales season
And then the Holidays arrived.
Results
54 Million
Impressions — 5x higher than planned
2x
Direct-to-Consumer sales doubled in Q4 of 2023