The Popcorn Sutton Brand
Award Winning, Barrel Finished WhiskeyPopcorn Sutton wanted to build a loyal following for an old legend and a new product. With a new brand and a unique story, it was important to reach out to old and new consumers in order to remind them of the Popcorn Sutton, the man. Ackermann was chosen to transform the appreciation of the man into a brand: Popcorn Sutton Small Batch Recipe.
Popcorn Sutton Releases Barrel Aged Brown SpiritAfter the campaign, Popcorn Sutton saw over a 100% increase in social media engagement and created a cult following. Engagement increased dramatically during the seven-month campaign due to the voice established by the social media presence of Popcorn Sutton.
More Moonshining With Popcorn Sutton
Ackermann decided to bring Popcorn Sutton back to life through social media. By using Popcorn Sutton’s character and voice in every post, it created a loyal fan base that brought both him and the brand back to life. Beginning in April 2015 through October 2015, a social media campaign was launched the Facebook, Twitter, and Instagram accounts for Popcorn Sutton and Mrs. Sutton. This included posting and sharing recipes, testimonials, and promoting events. Tasks for the social media management included monitoring the pages of each brand, posting throughout the week, responding to audience questions and comments in a timely and consistent manner, and maximizing interaction (likes, shares, retweets, etc.). Key components were consistency in brand persona, utilization of hashtags, and continuing analysis and adjustment of post response data and timing.
Client: Popcorn Sutton
Service Category: Consumer | Product Marketing