StrawberryFrog - the agency behind Jim Beam's global turn around with its Mila Kunis campaigns - is now focused on building out fast-growing challenger brand, Woody Creek Distillers with a new national US campaign featuring William H Macy.
Featuring brand character Willie Creeks played by actor, William H Macy, StrawberryFrog bucked traditional spirits advertising formats to develop a disruptive full funnel campaign featuring a music video at its center – using the Willie Creeks Band to perform their new single titled Whiskey Dell.
This release marks a new chapter for Macy as he combines his passion for music and spirits and invites the public to sit back, pour themselves something worth sipping, and take a listen.
Tyler Deangelo from StrawberryFrog remarked: “The spirits category is crowded with large brands spending a lot of money.
“This makes it very hard for smaller distillers to get any real share of the market. The only way for an outspent challenger brand to break through a category like this is to change the game and approach entirely.
“William H Macy and the StrawberryFrog team worked tirelessly to create music that would build a genuine fan base – not jingles or branded songs - but real music you want to listen to over and over.
“We believe attracting a fan is much more valuable than selling to a consumer.”
The integrated campaign includes digital shorts featuring Macy, as his musical alter-ego, Willie Creeks.
The digital shorts live on digital music platforms creating an ecosystem of branded entertainment designed to tap into the culture of music and spirits to build a fanbase around both Willie and Woody Creek Distillers.
Click here to listen to the full Willie Creeks playlist.