Campaign details
Brand: Dragon's MilkBrand owner: New Holland Brewing CompanyEntrant company: DNA SeattleMarket: North AmericaSector: Beer & ciderMedia channels: Gaming & in-game advertising, Merchandise & free gifts, Social media, Websites & microsites, Word of mouth, influencersBudget: Up to 500k
Executive summary
As a small craft beer brand, Dragon's Milk – a bourbon barrel-aged stout, proved that capturing hearts and eyeballs away from industry giants is achievable even with limited budget through sharp strategy and a highly captivating brand experience. Challenged by a lack of understanding of our...