We then sent t-shirts with the Sola image to local media and influencers who cover the local craft beer movement with a simple message: “crafting soon.”
Over time, we began building on these initial communications. Several weeks after appearing, the wheat-pastes of Sola suddenly had the Concrete Beach website address affixed to them, while media received other Concrete Beach memorabilia and messaging to build interest and anticipation.
The campaign culminated with a private event called “First Peek, First Pour” where the media and influencers targeted in the campaign were invited to tour the brewery, meet the Concrete Beach team, and taste the beer for the first time.
The campaign was a tremendous success that has generated significant media attention and coverage. It has also allowed Concrete Beach to demonstrate solidarity with Wynwood’s artist community and endear itself with its new neighbors.