Overview
Long drink is a classic Finnish gin and grapefruit mix, and its popularity in Finland inspired entrepreneurs to bring it to the states. With a robust marketing strategy, the team and I expanded from a singular state launch to a nationwide advertising model.
Responsibilities
I led the development of a scalable paid media strategy starting in Nevada, using adaptable creative and targeting methods. As the brand grew, I managed a team to expand this model nationwide, overseeing state-specific creative and tracking case sales alongside creative results. Additionally, I facilitated the creation of marketing assets, including store posters, brand ambassador materials, and print ads.
Outcome
Guided by a performance marketing approach, The Long Drink scaled to secure nationwide distribution and attracted multiple celebrity co-owners, including Miles Teller, Kygo, and Rickie Fowler. The brand has become one of the fastest-growing RTDs in the country and remains one of the few privately owned brands leading the category.
My Roles
Creative Strategy
Brand Strategy
Social Ad Strategy
Client
The Long Drink Company
Additional
Team
Media RED:
Erica Ripperger (Client Lead, Paid Media Manager)
Jason Harpole, Melissa Zhuang, Greg Peterson, Olivia Schlosstein, Edward Schmidt IV (Editors)
Andrew Robert York (COO)
Tom Leach (CEO)
Year
2019-2022
