Coppercraft, a Michigan-based distillery, asked WCG to secure earned media to boost their Michigan brand awareness and product sales throughout the state and specifically in the Detroit metropolitan area.
Founded in 2012, Coppercraft, a relatively young spirits company, sought to expand their brand awareness among consumers seeking distilled spirits and canned cocktails. They were the first Michigan distiller to offer canned cocktails and wanted to expand awareness of the brand as they began to prepare for broader national distribution. They sought to position themselves as an up-and-coming expert distiller and brand of choice among young spirits enthusiasts who enjoy pre-made cocktails.
We executed a regional media campaign around the announcement of Coppercraft’s sponsored beverage partnerships with the Detroit Lions and Tigers. To do so, we utilized spokesperson training, identifying local bartenders and mixologists to serve as media spokespeople. We also developed brand messaging materials, focusing on Coppercraft’s unique history, brand identity and long-term plans for growth.
We secured more than 30 unique media placements, totaling over 30 million impressions. Detroit-area television and print outlets helped drive huge awareness of Coppercraft’s sport partnerships, resulting in a significant spike in park product sales and demand in the Detroit metro area. The campaign also elevated the brand’s status throughout the entire state among the many fans of these two teams.