Tastes How Winning Feels Like
Slingers signature cocktails are the ultimate heavy-hitting malt liquor beverage for summertime hangs and patio kickbacks. At 24 oz and 8% ABV, a cold can of Slingers goes down easy and tastes like a win. To help launch the brand we created a campaign inspired by the only place you can find a Slingers — your classic neighborhood convenience store.
The Slingers brand messaging combines the pure joy of summertime fun, a never-too-serious mindset, and what it truly means to be a Patio Party Hero. Our laid-back, straight-shooting tone and voice pairs with a design system pulled straight from a scratch-off lotto ticket.
The campaign lives where you grab your Slingers, with convenience store OOH, scratch-off style point-of-sale, and of course — gas-pump videos.
Slingers, the newest malt liquor beverage from Boston Beer Company, is a cocktail in a can that packs a devious punch. At 24 oz, with 8% alcohol and three delicious flavors, Slingers is the quick and easy gas station pickup that seeks to own the convenience store market and summertime party scene.
GrandArmy teamed up with Slingers to create a comprehensive launch campaign inspired by the carefree spirit of summer, backyard hangouts, and the laid-back simplicity of convenience store culture. Three online videos, gas station TV takeovers, and a full social media rollout are included in the campaign, as well as brand messaging and a robust product and lifestyle photo shoot.
Creative Direction: GrandArmy
Photography: Eleanor Lee, GrandArmy
DP: Daniel Telles
Audio Production: Cleod9
Video Editor: Shannon Lorraine
Photo Retoucher: Ragnhild Jevne
Color Correction: Rare Medium
Conform: Josh Laurence
Advertising, Art Direction, Copywriting, Film, Photography, Animation