MS. FRIZZLE
Product Development & Launch: Ms. Frizzle, a new brand for Lamplighter Brewing Co.
Overview
Meet "Ms. Frizzle" – the unique purple beer that captured the hearts and taste buds of craft beer enthusiasts among the greater Boston Area. In 2023, I led the marketing initiative to scale this product from Lamplighter Brewing Co.’s experimental pilot program to a full brand launch.
Our marketing initiative around this beverage was a new model for our company, bringing together three unique collaborators in the for-profit, non-profit, and creative worlds. By teaming up with the renowned Curio Spice Co., international artist Rosie Smith, and the esteemed local nonprofit, The Network/La Red, we created a product that not only delighted the palate but also fostered a sense of community around Pride Month.
The campaign resonated deeply with consumers both as a delicious product for a great cause as well as tapping into nostalgia around everyone’s favorite magic school bus-driving teacher, resulting in our most successful product launch to date. As a result of this innovative initiative, our quarterly sales and revenue soared to new heights, solidifying "Ms. Frizzle" as a true gem in Lamplighter’s brewing portfolio.
Outcomes
1. Social Media Reach: The campaign achieved a total reach of over 40,000 across Instagram posts (including one Reel), tweets, and Facebook posts.
The Instagram posts garnered a total of 817 shares, indicating strong engagement.
The campaign's launch Reel received 1,176 likes, further demonstrating positive reception.
2. Activation Events: The marketing campaign included two exciting activation events:
The first event was an intimate and in-depth beer and spice tasting class, hosted in collaboration with Curio Spice Co.
The second event was a outdoor Pride Patio Party with a vibrant and inclusive atmosphere, intended to celebrate the Queer community and raise donations for The Network / La Red. This resulted in the largest day of taproom sales to date in 2023.
3. Limited Edition Merchandise: To complement the campaign, a limited edition merchandise line was developed and made available both on-site in Lamplighter's taprooms and online. The merchandise included:
Ms. Frizzle sticker, perfect for water bottles and laptops
Ms. Frizzle poster, allowing customers to purchase a print showcasing the can art
Beer “Koozies for a Cause” sold at the Pride Party to benefit TNLR
4. Sales Increase: During the week the Ms. Frizzle beer was launched, Lamplighter Brewing Co. experienced a significant boost in sales.
The campaign contributed to a sales increase of over 10% in both of Lamplighter's Cambridge taprooms.
Ms. Frizzle emerged as the top-selling beer, both on draft and in cans, solidifying its popularity among customers.