Long a craft brew favorite in the PNW, Deschutes Brewery was launching a new pilsner that was meant for an audience who didn’t usually go for craft beers. This new pilsner, Da Shootz!, needed to stand out in an unforgiving category in which taste isn’t a differentiator and the beer + activity = fun is a well-worn trope. They took the leap with us into unknown territory and introduced their brand to millions of new-to-craft beer drinkers.
The campaign was created with a simple, clear message that was delivered with a memorable hook that subverted the category norms. The “Pair It with Fun” campaign created instant relevance for Da Shootz! with custom creative executions for all kinds of activities that authentically reflected our audience’s lifestyle. The anchor of the campaign, the Pairit Parrot, was a delivery vehicle that stood out visually and brought a silly and irreverent voice to the campaign to prove that fun is in the product’s DNA.
A unique search strategy was employed that played off unlikely pairings and caught our target audience in surprising ways. For example, a search for hiking boots would serve an ad about Da Shootz! pairing perfectly with a hiking adventure: “Pair it with backcountry.”
This strategy was paired with dynamic landing pages that used the data from search queries to create custom content directly related to the keyword. For instance, if a user clicked on our “Pairs with Thrifting” ad, the UTM data would attach a custom URL that directed to a landing page customized to lovers of vintage.