THE ASK AT A GLANCE

August 2022 – We need a full-year creative platform that educates consumers about bar-quality canned cocktails, while giving them clear reasons to believe in Cutwater as the superior canned cocktail brand.

CLIENT CHALLENGE
Only 1 in 10 people know you can get a quality cocktail in a can. As the category leader, we must educate consumers that canned cocktails exist while reinforcing our brand superiority.

CREATIVE BRIEF

REAL PROBLEM

There is confusion between hard seltzers and canned cocktails. While the hard seltzer craze slows, it still casts a shadow on canned cocktails. How do we stand out from hard seltzers in the ready-to-drink category?

Sales of hard seltzer declined 5.5% in the last year. White Claw, which remains the top-selling seltzer brand, has experienced a sales decline of 7% this past year. But the market is now saturated with more than 300 hard seltzer brands on shelves.

PRODUCT TRUTH

WE SELL ‘A BARTENDER IN A CAN’
Cutwater Spirits currently has 28 types of canned cocktails available, which is by far the largest selection of canned cocktails on the market. We have canned bartender knowledge. Like a magician giving away the secrets of the trade, Cutwater gives the convenience of bar-quality cocktails with no work involved.

THE WAY IN

Now, the world is your bar.

CREATIVE CONCEPT

OPEN THE BAR

CREATIVE