Hazy Little Thing 2023 Campaign
I worked with other members of the Sierra Nevada design team and Grit Marketing to create and execute the point of sale materials for the Hazy Little Thing 2023 Campaign: The Clear Choice is Hazy.
Goal: Increase brand recognition within target audience of adults ages twenty-one to forty.
Process
This process began with a need to create customizable print point of sale items that allowed specific cities to feel connected to Hazy. The Sierra Nevada marketing team at this stage created the tagline “Hazy. It's kind of a thing.”
First I began exploring the current Hazy look and feel as well as last years campaign. Hazy has often leaned into its bright and playful color scheme in a duo tone format. Typography needs to visually link Hazy and Thing together in the sentence.
These three iterations explored slightly different attitudes for the Hazy campaign. At this time marketing began to revise the campaign verbiage to improve the tone and call to action.
On Draught
The next challenge I faced was integrating the Hazy messaging into on-premise marketing for Hazy on tap.
After running into some clarity issues with the campaign verbiage the marketing team decided to use customizable phrases that compared something difficult to the easy choice of drinking Hazy.
New draught approach with revised key visual.
New Key Visual
Because the original campaign message was starting to get a bit muddled at this point, we began working with Grit Marketing to establish a clearer message and create a new duo tone key visual for Hazy.
Finalized Pitch Deck
Hazy Little Thing 2023 Campaign Point of Sale Pitch Deck
