Press Seltzer

Client: Press Seltzer

Industry: Consumer Goods

Our Role: PR Strategy and Execution

Situation

After the pandemic summer of 2020, brands and consumers positioned the summer of 2021 to be “the biggest thing ever,” putting added pressure to enjoy the summer. To counter that and truly honor summer, PRESS Seltzer suggested people embrace and enjoy the things we love in an elevated way, enjoying “the summer with a little something special.” And what enjoyable summer activity can a hard seltzer brand make more special? Beer gardens, of course. So whether in their backyard or on a patio, we encouraged consumers to create their own Seltzer gardens.
Press Seltzer Blood Orange Chili can

Insight

After the pandemic summer of 2020, brands and consumers positioned the summer of 2021 to be “the biggest thing ever,” putting added pressure to enjoy the summer. To counter that and truly honor summer, PRESS Seltzer suggested people embrace and enjoy the things we love in an elevated way, enjoying “the summer with a little something special.” And what enjoyable summer activity can a hard seltzer brand make more special? Beer gardens, of course. So whether in their backyard or on a patio, we encouraged consumers to create their own Seltzer gardens.

Solution

To bring the Seltzer garden concept to life, we partnered with Emily Henderson, a celebrity home stylist, interior designer, TV host and authority on elevating a home’s ambiance. First, Spool and Emily produced lifestyle content for Emily and PRESS to share on their platforms and social media channels, as well as with interested media. Next, we conducted a media day inclusive of interviews with target right publications where Emily shared her tips for an elevated seltzer garden and backyard gathering (including PRESS of course). Additionally, we sustained the moment by sharing gifting mailers with targeted key local media outlets and influencers in PRESS’s key DMAs.

Press Seltzer garden party
Friends enjoying Press Seltzer at a party

Results

Media outreach resulted in over 100 more placements than expected, for a total of over 286.4M impressions; Emily Henderson’s content resulted in over 650,000+ impressions and drove over 26,000 visits to the PRESS website; Mailer kits resulted in over 45 pieces of social content published and almost 1.75 million potential impressions.

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Emily Henderson's content impressions
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impressions from mailer kits
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