For Cheerwine we created the “Legendary Giveback”, a social program that culminated in a charity concert
with The Avett Brothers.
This program utilized all of Cheerwine’s social platforms, Miss Cheerwine, Cheerwine Czars on college campuses, even the sides of 12-packs in store to generate engagement in the months leading up to the show.
The sold out concert was such a success it has become a yearly event.
The Legendary Giveback grew out of our existing Legend campaign. The media dollars were limited, so we used whatever we could get our hands on, billboards, trucks, trains, in-store and 12-packs
We also redid their website.
And threw together a little 15 second spot in-house.