Background

Since the pandemic began, it had been difficult for the client to build brand momentum. Their ambassador program, run by another agency, had also lost steam. To bring new life to the brand, we decided to create something truly enjoyable and collaborative—with fans at the center.

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Idea

Together with Smart Cheese fans, we co-created a craft beer designed to match the brand’s bold, unconventional flavor. Instead of pairing it with wine, we took a playful detour—developing beer flavors, names, and label designs with fans, turning the process into part of the fun.

Execution

We launched the project with a custom logo and brought together all collaborators, including the client, agency, brewery, and ambassadors. An online tasting session helped define the final flavor, followed by a public label vote and a giveaway campaign. The project wrapped with an online drink party and a retail launch, making it a shared celebration from start to finish.