Client Need: The Rocky Mountain Soda Brew Company had a very unique gourmet soda called Rawhide Rootbeer. Although highly acclaimed by root beer aficionados, it had low brand awareness.
Solution: With a very limited budget, we hooked the Company up with nationally renowned cowboy poet, Baxter Black. After an introductory meeting and sampling of Rawhide Rootbeer, Baxter proclaimed the soda to be “about as smooth as a filly’s nose” and agreed to lend his voice to a series of humorous radio spots. The campaign ran as part of a targeted retail promotion with Kroger’s King Soopers stores. As a result, Rawhide became the best selling premium root beer in the chain, prompting other retailers to start selling the brand and increasing distribution for the Company.