Preston Kelly supports launch with Iconic marketing of “A Strange Bird”
Loon Juice, the all-natural 100% honeycrisp cider brand, has launched three new flavors with the strategic marketing support of Preston Kelly.
Loon Juice is now available in Ginger Mojito, Tea Time and Strawberry Shandy throughout the Upper Midwest. Ginger Mojito and Tea Time are rare, category exclusive flavors. Look for national distribution of its entire line of products to come soon.
“We are thrilled with our new cider flavor combinations. They are as unique as our cider itself. And, all of our products remain true to the way hard cider should be made. Only fresh honeycrisp apples are used. Absolutely no concentrates, sugar or water are added,” said Justin Osborne, Cider Maker. “And, Preston Kelly’s creative work centers on that core brand truth: our Loon Juice cider is uniquely real.”
Preston Kelly developed an Iconic marketing campaign, “A Strange Bird,” to support the new flavors launch. The campaign is centered on the Iconic nature of the cider’s name: Loon Juice. A brand website, point-of-sale and event materials were developed for the comprehensive launch.
The company also launched an interactive digital game on its brand new website: LoonJuice.com. Preston Kelly developed two variations of Duck-Duck-Loon, a game based on the childhood favorite: Duck-Duck-Gray Duck. To play the game, you take turns swiping to reveal a Duck or a Loon. If a Loon comes up, the game issues a challenge. An example challenge is: “Select two people and give them a wedding toast speech” if you’re playing the cabin version or “Ask the bartender to change the channel to PBS” if you’re playing the bar version.
“Loon Juice is damn good cider with an Iconic idea built right into its name,” said Chris Preston, Executive Vice President and Creative Director, Preston Kelly. “Loons are rare and a Minnesota icon, just like an all-natural 100% honeycrisp apple cider. Both the originality of the product and its name paired with the uniqueness of the bird became a natural, central theme of the launch.”
About Loon Juice
Four Daughters Vineyard & Winery, Spring Valley, Minn., began producing Loon Juice in 2012. Initially, Loon Juice was sold only at the winery but in 2014, Four Daughters began producing Loon Juice for bars, restaurants and liquor stores throughout Minnesota. In 2015, Four Daughters broke ground on a new cidery, which greatly increased its production capacity and making it the largest cidery in the Midwest.