CREATING IN A NEW CATEGORY
Flyers Cocktail Company provides relaxing cali sober social moments with their bartender-crafted hemp THC cocktails.
Designing for this new category involved educating customers while navigating strict advertising guidelines, which challenged me to simplify messaging and prioritize clarity. The experience expanded my skills in responsible branding and creative restraint.
CONTRIBUTIONS:
Social media creation, email & print design, photo retouching, set design
HONING IN ON AD SUCCESS
In order to maintain a 1.3+ ROAS on our Meta account, I produced up to 10 ads per week, ranging from short-form video to static designs. Working under Meta’s strict THC advertising rules required me to prioritize bold visuals and concise copy that implied product benefits without explicitly revealing the product’s ingredients.
The impression of each ad informed the next, resulting in me consistently testing variations of exports to learn which sensory cues resonated with the audience. This process taught me how to hone in and on what inherently makes a brand exciting and be able to amplify it.
USING PODCAST POPULARITY
In the age of clipped shorts from digital series populating our feeds, I produced short-form podcast segments to increase the brand’s exposure. This endeavor involved me writing engaging scripts, locating aesthetically pleasing studios for filming, and editing the segments for the best effect.
Inspired by Joe Rogan styled podcasts, I focused these ads on the brand’s CEO in a conversational setting while educating newcomers on the benefits of Flyers. In order to catch viewer attention, I layered in sharp cuts, catchy sound bites and quick transitions. Anchoring each piece in real customer stories also added authenticity and showcased real results.
KEEPING THINGS RELATABLE
Through a consistent posting schedule and diverse content creation, I increased the brand’s Instagram viewership by 120%. Brand relatability and personalization was a major driving force in creation, which involved outsourcing UGC beverage creators, highlight positive customer testimonials and interactions and sharing situational product usage.
EMAILS WITH MAJOR IMPACT
Taking over the brand’s email campaigns meant prioritizing single-column layouts with clear hierarchy that are responsive and mobile-first. The templates I created included succinct headings, brief paragraphs and prominent CTA’s so customers can quickly digest brand information. This lightweight design ensured faster rendering and increased deliverability.
I created the brand’s top email by turning Sober October into a positive giveaway challenge linked to Flyers. I led the design and copy of the campaign, using clean visuals and text that highlighted the non-alc community, rewards and easy steps to join the challenge. The campaign increased gross sales by 64% and order rate by 20%.
AN UPGRADE IN PRINT DESIGN
I designed a comprehensive suite of print materials that supported operations, sales, and investor relations. These deliverables included high converting shelf tags for in-store merchandising, custom inserts for sample boxes tailored to high-value investors, employee training sheets distributed at retail partners to ensure consistent product presentation, and pitch decks that played a key role in securing distribution in three new states.
