Vodka is the most popular liquor in the US. All though it has lost some market share in the past few years to the resurgence to whiskey, it still accounts for 25% of all US liquor sales. In the past few years as part of the move towards American-made, artisanal-focused brands have been gaining market share from traditional Russian and European brands. Hangar 1 was created by a founder of the craft distilling movement, and when purchased by Proximo Spirits, the company committed to re-introducing the produced-in-America brand.
As part of the re-brand, Proximo wanted to highlight the California lifestyle connection natural to a brand created and distilled in the Golden State. They proposed to drive consumer engagement with and awareness of the Hangar 1 brand locally while also appealing to a national audience’s interest in the California lifestyle. The goal was to communicate Hangar 1 brand attributes and align brand with West Coast living.
With both the #1 media platform in L.A., the second largest DMA in the country, as well as national reach through latimes.com, the Los Angeles Times was key to accomplishing both of these goals.
Hangar 1’s challenge was finding a way to interact with both local and national audiences. Additionally, they had to find a way to effectively capture and communicate the brand’s “Quintessentially California” spirit.
The campaign leveraged Hangar 1’s “Quintessentially California” brand messaging and its story of locally sourced ingredients and unique flavor profiles. The campaign featured:
Hangar 1’s campaign to re-inforce its brand resulted in users spending 1,294 hours engaged with site content, the equivalent of 155,335 :30 television spots, in addition to:
An engaged audience: People spent, on average, over 2 minutes per page engaging with the custom content
Reached 300 consumers in person through the Bite Nite event
Over 9 million Hangar 1 impressions delivered to consumers locally and nationally