Given the cluttered segment, if Shock Top was going to be considered, we needed something unique beer drinkers hadn’t seen before.

The idea was simple: give the beer a voice, one that was as strong as the flavor of Shock Top and as unfiltered as our brewing process.

It started with the logo. Shock Top’s logo is an orange wedge with sunglasses and a Mohawk. We call him Wedgehead. Our creative idea centered on bringing the brand to life through him. Acting as our own straight-talking brand ambassador, Wedgehead epitomized everything Shock Top stood for: he was bright, fun, and irreverent.

We introduced Wedgehead to America with a hyper-targeted multimedia campaign to get Shock Top on the shopping list. We launched with a series of national TV & online films that showcased Wedgehead in various ambient places striking up conversations with unsuspecting beer lovers (as a 15-pack in the aisle of a grocery store, and on a billboard near a liquor store).

Next, we brought Wedgehead to life via a series of contextually relevant print ads, OOH ads, and geo-targeted digital banners. We also extended the brand personality both on and off trade.

Then we went all-in and brought the brand to the world’s biggest stage: Super Bowl 50. We partnered with notoriously unfiltered personality, T.J. Miller (star of hit TV show Silicon Valley) and let Wedgehead and T.J. have totally unfiltered and unscripted conversations, creating 16 pieces of unique content, including an unscripted review of the Super Bowl ads.

Shock Top overachieved its objectives and grew significantly on virtually all business metrics, resulting in an all-time high of awareness & consideration for the brand.

• Awareness: increase to 48.6 (+7.4ppt vs. Dec) an all time high

• Consideration: increase to 16.9 (+2ppt vs. Dec) an all time high

• Consumption: increase of P3M to 11.8 (+1 vs. Dec)

• Sales: increase from -16% at the end of January (-8 LYTD) to +15% in February (-3% YTD)

• Earned Impressions: 1 billion PR impressions nationally

Most importantly, we established a breakthrough brand campaign that had all of America talking about Shock Top – giving a once silent brand, a strong, ownable voice. You can expect Wedgehead to deliver more hilarious content, make more friends, and deliver more results for years to come.