research / brand strategy / creative direction

Part Time Beverage Co.

The Client:

Part Time Beverage Co. is a small business based in Tulsa, OK, that produces high-quality canned cocktails, using only the finest ingredients. Its biggest issue? Misconceptions about the category.

The Situation:

In a sea of overly sweet White Claws and hyper-carbonated seltzers, with national competitors monopolizing shelf space, my team’s job was to build and execute on a strategy that communicates Part Time Beverage’s point of difference to the right audience, making a lasting impact in the category.

The Solution:

Starting with focus groups and immersive research, I identified the clear differentiator that Part Time Beverage Co. has to offer: Quality cocktails don’t have to break the bank.

PTB had a unique opportunity to communicate its dedication to quality to an audience that has champagne taste, on a high-life budget. With a strong understanding of the target audience, and an impactful “Pinkies Up” campaign that would resonate, my team activated across the platforms we knew would be the most impactful: TikTok, Instagram, and Display. Our continuous optimizations kept costs low and engagement high, improving brand recall, driving purchase behavior, and creating social feedback loops to stay top of mind.

Our social content for PTB created a tongue-in-cheek, aspirational image of the brand, tapping in to trending aesthetics like “old money” and y2k nostalgia to position the brand as the perfect choice for the health-conscious 20-something.

With “which PTB are you” quizzes, monthly playlists, and trendy tiktok content, we were able to get 6.1MM Impressions on TikTok in under 3 months, organically.

Our irony-laden, pinkies up messaging captured the social attention of our core audience, and in addition to creating viral moments on social, we successfully positioned PTB as more than a trendy drink:
A staple of a carefree, cool lifestyle.