SMACHEE BEER
Make And Sell Original Craft Beer From A Brand Of Cheese
[CHALLENGE]
Boosting brand experience.
Since the coronavirus pandemic continues, the client has been struggling to build their brand. Also, they wanted to prop up their brand ambassador program led by another agency that was not very active.
[IDEA]
Planned original craft beers together with Smart Cheese fans to create a unique and enjoyable experience.
Why beer? Because everybody loves it. Wine is known for the best match with cheese. But Smart Cheese is a "crazy" cheese, so why not challenge finding the best beer flavor that matches with it? Fans would be excited if we could find it. And we thought showing the process of this journey could be entertainment.
We explored flavor, naming, and label design together with Smart Cheese fans.
[EXECUTION]
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Established project name and logo to create a bond between a variety of people - our client, ad agency, a company that manages ambassador programs, online event production, and a local brewery in Shimane prefecture.
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Held an online beer meeting with 6 ambassadors selected from Smart Cheese fans and a brewer, mixing six types of single hops to find the best beer flavor for the cheese.
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Took a vote from Smart Cheese Twitter followers to choose a label design out of three ideas.
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Implemented a retweet and follow promotion for fans to get the original craft beers and Smart Cheese.
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Will execute an online drink party in March 2021 with more than 20 Smart Cheese fans, sending the craft beer and the cheese in advance.
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Will sell the beer-and-cheese box in stores from April 2021.
CLIENT
Smart Cheese / Meiji
ROLES
August 2020 - 2021
Associate Creative Director, Art Director, Designer
Creative direction, art direction, design, concept making, creative strategy, schedule, adjusting client and beer maker, team play with media agency and PR agency, illustration, photograph.
ABOUT
Smart Cheese is a processed cheese that tastes as good as natural cheese according to its Twitter followers. They say this cheese is "crazy".
57,000+
Twitter followers
(January 2021)
<August 2020>
Project Logo
<December 2020>
Held an online beer meeting with 6 ambassadors selected from Smart Cheese fans and a brewer
<January 2021>
Took a vote from three label designs
922 VOTES
214 VOTES
271 VOTES
1,407
Total Votes
<January 2021>
Retweet and Follow Promotion (Get the original craft beers!)
5,824
New Followers
27,970
Number of Entrants
<February 2021>
Call for participants for an online drinking party
<March 2021> "Smachee Beer" online drinking party
<April 2021> Selling "Smachee Beer" assorted with Smart Cheese in shops
Website Design (Untill March 2021 )
Website Renewal (From April 2021 )
Bottle Label Design
Box Design
