Research Never Tasted So Good.
Truth be told, I had a blast creating campaigns and promotions for beer, not because of the yummy beer but because I loved creating the story of a brand and creating new, innovative ways to tell that story to consumers. This project highlights one of my favorite projects for this story-rich brand.
The Irish Point of Difference
Killian’s Irish Red is a proud, premium lager, deep in Irish history. This is Killian’s clear point of difference in the Coors Brewing Company’s portfolio and thus became part of the Brand’s major equities: beautiful red color, bold full taste and rich Irish heritage. My writer and I really wanted to push this promotion and create an experience for consumers they would not soon forget, so here is what we did.
Practice Makes Perfect
How many times have you seen a bartender, friend or even yourself pour a beer and instantly knew it could have been done better?
My writer and I created a one-of-a-kind, interactive bar kit to challenge consumers to improve their pouring prowess. The kit contained printed items which supported a pouring competition, scalable for any size event. This meant that you and your friend could have a face-off at your table or the entire bar could promote a huge pour–off with giveaways like tip cards, magnets, and t-shirts.
No ordinary Table Tent
The Table Tent was an all-inclusive, interactive “crash course” in pouring etiquette. It included George Killian’s tip book and built-in glass guide to check for each pour’s success. It was key that I got this right so I researched several concepts until the right option became very clear.
This promotion proved to be a great success and I wish I thought to keep the quantitative data to prove it.
The 3 things I did well and what I would do better NOW
1 I immersed myself in the Irish history of Killian’s Irish Red beer for years and it clearly showed when I created my concepts.
2 I also paid very close attention to the brand’s needs and tried to exceed them whenever possible, from concept to field.
3 I personally made sure every step of this promotion was accurate and clear. I even adjusted the Killian’s hero pint glass that was used for years because the head had too much foam and was not a traditional good pour.
If I were to do this now, I would push for a persona, not just a target market to base my initial concepts on. What are their motivations and interests? Then I would take my concept drawings and paper prototypes to a local bar and get real user feedback to make an even better design. I would go through the copy and talk to consumers about their understanding. Did I really introduce a brand to them or just entertain them? I would talk to a bar manager and ask them how likely it is that this promotion would really happen. How could I adjust it to make it even better from a bar manager’s standpoint? During my client presentation, I would show how successful this promotion was and what my team did to make it even better. It was very rare I had the support or opportunity to take any of these steps when I was an Art Director. It has become so clear to me that User Experience Design is a powerful tool to make better designs for users in all applications. The better experience only helps strengthen a brand with the user.
Creative Director: Angela Lussow, Copy Writer: Mark Carroll, Artists: Keech Studios (Final Illustration), Todd apJones & Co. (Lettering), Kelly Hume Design (Logo Creation)