STEVE PORCARO

VOODOO RANGER: CREATION & LAUNCH

THE PROBLEM

New Belgium’s Ranger IPA was on a steep decline and needed a refresh or it risked being taken out of circulation

The OBSERVATION

A signature IPA was essential in the craft beer market, but with so much competition, breaking through the noise was critical to sustained success.

THE SOLUTION

Instead of creating just another IPA, why not create an icon who just so happened to make a great tasting series of IPAs

Responsibilities:

Brand StrategY | Brand identity | Character development

Naming | Packaging | Advertising |Digital & Social

Film & 3D animation | POint of sale

job function:

Creative director

THE CAMPAIGN

It all started with the name. Once we developed that, we quickly started developing the look and personality of our new spokescreature. Knowing we needed a look that was easily recognizable, we went for an eclectic thrift store Jimi Hendrix. As we developed multiple looks, crafting an authentic tone that cut through the typical marketing BS was our mission from the start. And with that, Voodoo Ranger was born.

PACKAGING

We originally started with 3 different IPA styles; Imperial IPA (9.0% ABV, 70 IBU), IPA (7% ABV, 50 IBU) and the Pale Ale (5.5% ABV, 35 IBU), so creating 3 distinct looks to avoid consumer confusion was essential. By putting Voodoo in 3 different outfits, on 3 different colored backgrounds was a clean, simple way to separate the three from one another, while also making them feel connected to the overall brand.

OUT OF HOME

Once we had our character, our tone and our beer - it was time to hit the streets. To get the most out of a modest media spend, we targeted high traffic and tourist areas that could help spread word of mouth. We focused on a digital billboard campaign in NYC, train station takeovers in Chicago and a well placed billboard steps from Venice’s famed Muscle Beach.

SOCIAL MEDIA

We used social media to grow awareness, but also as a platform to bring Voodoo Ranger to life. Done poorly, and Voodoo would be mocked and called out as a marketing stooge. Done correctly, and we’d gain a new level of credibility. To do that, we created a series of evergreen campaigns that we sprinkled in with topical, culture related posts. The fan base grew quickly and they became our biggest supporters as we exploded into the marketplace.

FILMS

We wanted our films to both introduce Voodoo’s personality to the masses, as well as introduce his beer. To keep true to the brand, we didn’t want to show stylized shots of beer being poured into pint glasses. Instead, we wanted to let Voodoo talk about his beer in a way that only he could.