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Sky Dog Marketing Campaign
Wiseacre Brewing CompanyTurning a gold-medal win into a national brand launch with high fidelity digital assets and a targeted ad strategy.
❋ Project ContextWiseacre Brewing Company is known for experimental craft beer and a playful, illustrative art style. Sky Dog, a low-calorie premium lager introduced to the taproom in 2024, required a strategic pivot to appeal to domestic and calorie-conscious drinkers. It needed a more accessible look that could sit comfortably alongside mainstream competitors, without losing Wiseacre’s personality.
❋ My RoleI led the branding and art direction for the Sky Dog launch, developing the campaign concept and messaging and designing high‑fidelity digital can mockups to bring the new look to life. From those assets, I built multichannel marketing collateral that kept the campaign consistent across touchpoints, and I planned and optimized paid campaigns to maximize reach and click‑through performance.
3.45M Impressions
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$12k Ad Budget
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5.74% CTR
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3.45M Impressions 〰️ $12k Ad Budget 〰️ 5.74% CTR 〰️
Sky Dog Marketing CampaignThe Challenge
In its first year at the Great American Beer Festival, Sky Dog won Gold. Overnight, the eyes of the industry were on a beer that didn’t even have its final printed cans. With no packaged inventory ready, we needed to build a launch campaign that could capitalize on the hype quickly and credibly, without waiting for production to catch up.
No physical cans or product photographyNeed to pivot brand look toward mainstream light lager buyersTight budget and fast timeline
Sky Dog Marketing CampaignApproach
Designing for a new audience: Because we had no physical packaged inventory, I designed and rendered high-fidelity digital mockups that showcased a new, minimalist packaging direction—a deliberate departure from Wiseacre’s usual illustration-heavy designs. The look was crafted to feel familiar to domestic lager drinkers while still carrying Wiseacre’s tone.
Building a digital-first launch system: Every piece of marketing collateral was built from those digital assets before a single can was filled. That meant consistent visuals across paid social, organic content, and promotional materials, all optimized for how light lager buyers discover and evaluate products online.
Turning momentum into measurable performance: By pairing those assets with a tightly targeted ad strategy, I turned the gold-medal win into a scalable launch campaign before the product hit shelves. Audience targeting, creative testing, and ongoing optimization kept the campaign performing above industry benchmarks.
“It’s an admirably balanced beer with a kiss of barley sweetness upfront that dries out to a crisp finish with the subtle hop bitterness… Sky Dog is just so pleasant, tasty, and easy drinking, it’s no surprise that it took home a gold medal at America’s preeminent beer competition.” – Men’s Fitness Magazine
