BRAND STRATEGY | COMMUNICATIONS CAMPAIGN
Ocean Reach Brewing is based in Cowes, Phillip Island in southern Victoria.
Australia’s craft beer market is getting increasingly competitive, with more than 700 craft beer breweries and brew pubs now located across the country.
The Bismire family engaged Totem Marketing to develop a strategy for Ocean Reach Brewing to reach into new markets and to position its brand in a different space to all other craft beer brands.
We conducted a brand workshop, staff and stakeholder survey and then worked through a five year brand strategy designed to provide the team with a clear focus on what they need to do and when.
It clearly articulates Ocean Reach Brewing’s brand values, brand personality, brand positioning and the goals, targets, tactics and activities to deliver sustained growth in the brand.
The Ocean Reach Brewing Brand Strategy sets the business up with a focus for the future and the opportunities available to engage with a bigger market.
Bionic Beer Delivers Bionic Good
Through the brand strategy work we brought the tag line ‘crazy good’ to life. To deliver on this position and promise to its consumers, one of the first strategies Ocean Reach Brewing put into place was to give back to its community and be a force for good.
Free 3D Hands is a charity organisation creating assistive devices for people in need right across the world, using 3D print technology. They are in the process of creating a bionic arm which they will also provide to people in need for free. Therefore, 100% of profits from the Ocean Reach Brewing Bionic West Coast IPA will go directly to this work.
Totem Marketing planned out and delivered a communication campaign, inclusive of:
- Event support
- Social media content planning
- Website content
- Email marketing content & schedule
- Media engagement including pitching and media pack send out
We provided campaign services free of charge to maximise the profits raised for the bionic arm.
At the time of launch, beer sales had already raised $25,000 and the beer sold out both online and at the Ocean Reach Brewing tap house.
The beer is now sold through select stockists only until June 2022.