HARD IN THE ’HOOD

We love our job because it always makes us wonder! This time, we went rambling around the bedroom districts. We enjoyed the romance of backstreets, the graffitied walls of houses, and night adventures.

WE KNOW WHO KNOWS OATS

in beer. The First Private Brewery. This time, they came up with an idea for a new drink. A drink like beer or even cooler… The joint effort produced hard lemonade. In short, HARD LEMON and HARD CITRUS. A drink for the hard guys, strong in spirit, the city’s offspring.

THE WEIRD GUYS

taking photos of one-word graffiti, that was us. We were looking for the profile and handprint of our audience in the backstreets and on the broken tiles of the houses. And for good reason. Our label hits the eye from any shelf with a hard concentration of subculture and the spirit of the suburbs.

FIXED GET-TOGETHERS,

I mean the focus groups, proved we were right. We hit the audience one-hundred-per-cent. They readily embraced the product. They like it hard, ’cos they live that way. The label on the bottle was really a badge to be worn.

THE LINGO OF THE BACKSTREETS

became the outdoor campaign’s lingo. We made it plain, blunt, and true. These guys can’t be tricked into buying a gold brick. They like it straight, they appreciate it. And we appreciate them.