BACKFLIP
Strategy // Creative // Packaging // Retail
Scenario
Ozzie Smith, the Baseball Hall of Famer and All-Star, was looking to launch a line of RTD cocktails.
Practical Approach
Many celebrity-backed brands simply rely on the power of the name drop. But we knew from research that 82% of shoppers who bought a celebrity product can’t match the celebrity to the brand. Differentiating in a crowded market would require a strong brand, not just a celebrity name.
Our Practically Dangerous Solution
Our design approach for the BackFlip All-Star Craft Cocktails was to “flip” expectations at every turn. From the can design with raised baseball laces you can feel, to the drink names, and beyond. Our goal was to turn the player formerly known as the “Wizard of Oz” into the new “Wizard of Ahhhs!”
The Results
The launch on Opening Day of 2024 was such a hit that it drove statewide distribution over the summer and left wholesalers clamoring to add two additional cocktails to the line-up in the winter of 2024.
On deck: expanding the line-up through additional flavors and package sizes.
