Smith & Forge Hard Cider - Brand Launch — Eamon Conway

Smith & Forge Hard Cider 360º Brand Launch

How do you launch a MillerCoors’ cider - the preferred drink of the 18th century - in 2015?
You give your social media password to a Blast Furnace Operator.
I wrote the (very antiquated) brand voice, website, and 2 years worth of TV, tweets, FB posts, billboards, and everything in-between to create a brand from another era.

Art Director: Erica Graham

Awards:

2015 Chicago Addy Awards
Best Integrated Campaign: Bronze
Best Integrated Campaign: Silver
Best Twitter Campaign: Bronze
Best TV Spot: Silver

2015 Mashable Awards
Best Twitter Campaign: Finalist

PLAIN OLD COPY TWEETS

Apologies for the technical difficulties, seems our Twitter has been down for two centuries.
— Hotline Typewriter (@SmithAndForge) February 17, 2014

Curse B. Franklin for this dearth of sleep. #daylightsavings
— Hotline Typewriter (@SmithAndForge) March 9, 2014

#SpoilerAlert: Eat your bread posthaste. It goes bad quickly.
— Hotline Typewriter (@SmithAndForge) July 28, 2014

Happy #EarthDay. Plough gently.
— Hotline Typewriter (@SmithAndForge) April 22, 2015

Ploughs before hoes. #Agriculture
— Hotline Typewriter (@SmithAndForge) January 22, 2015

Cheers to winter. 90% less chance of bear attacks. #Hibernation
— Hotline Typewriter (@SmithAndForge) February 25, 2014

Don't telegram and plow. #SafetyFirst
— Hotline Typewriter (@SmithAndForge) August 4, 2014

TEXTS FROM LAST CENTURY

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HEY GIRL

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Share this with the lass you are courting. #HeyGirl pic.twitter.com/jIrbXzDC4y
— Hotline Typewriter (@SmithAndForge) May 15, 2015

RT this to someone you are courting. #HeyGirl pic.twitter.com/RpWAcn5O4t
— Hotline Typewriter (@SmithAndForge) March 5, 2015

19TH CENTURY PROBLEMS

#19thCenturyProblems pic.twitter.com/vcGa7kD4eu
— Hotline Typewriter (@SmithAndForge) November 6, 2014

#19thCenturyProblems pic.twitter.com/TrNgxKwCoi
— Hotline Typewriter (@SmithAndForge) October 9, 2014

#AprilFools pic.twitter.com/SEf42XUnIT
— Hotline Typewriter (@SmithAndForge) April 1, 2014

#19thCenturyProblems pic.twitter.com/YVOjrFanO0
— Hotline Typewriter (@SmithAndForge) July 8, 2014

CIDERLY ADVICE

#CiderlyAdvice pic.twitter.com/cdbpGgEYYx
— Hotline Typewriter (@SmithAndForge) January 6, 2015

#CiderlyAdvice pic.twitter.com/nZ9ALPCQBL
— Hotline Typewriter (@SmithAndForge) June 30, 2014

#CiderlyAdvice #KCvsSF #WS2014 pic.twitter.com/IrG5OQ2E0t
— Hotline Typewriter (@SmithAndForge) October 21, 2014

DAME OF THE DAY

Hattie’s hotter than a tin roof, but ogle her with wanton eye and she’s liable to knock it out with a left-hook. pic.twitter.com/2kCDIHbj38
— Hotline Typewriter (@SmithAndForge) April 14, 2014

This lascivious lass is Margaret. This photograph is so steamy it’ll iron your shirt. #DameOfTheDay pic.twitter.com/skbpcPlHc5
— Hotline Typewriter (@SmithAndForge) August 7, 2014

Today’s Dame is Ingrid. Her hard cider brings all the suitors to the property. pic.twitter.com/B0iQaSp7Lo
— Hotline Typewriter (@SmithAndForge) May 19, 2014

THE TOURNAMENT OF STRENGTH

If you want the Cantankerous Postmaster to win, cast your ballot here: http://t.co/atPnfPTdEd pic.twitter.com/2m4VROTZjH
— Hotline Typewriter (@SmithAndForge) March 21, 2015

The Tournament of Strength has returned. Vote here: http://t.co/scpvmF5Vo0 pic.twitter.com/KQvDZuWmQF
— Hotline Typewriter (@SmithAndForge) March 19, 2015

The Tournament continues. Determine who wins this donnybrook by scrawling #BlastFurnace or #PointyRock. pic.twitter.com/4jIrmp7Wht
— Hotline Typewriter (@SmithAndForge) March 23, 2014

The Tournament of Strength semis continue. Decide who advances by replying #CorneredBadger or #StalwartSteelWorker. pic.twitter.com/ASr0WafzXI
— Hotline Typewriter (@SmithAndForge) April 5, 2014

WEBSITE