Rally Dog

Rally Dog started with a simple ambition: don’t make another Vodka Ade that looks and acts like every other Vodka Ade. I led the brand from early development through launch, pushing for a distinctive identity built to get noticed in a crowded sea of sameness. Alongside an amazing team, we developed a sticky brand look and feel centered around flavor, function, and fun, anchored by our distinctive corgi. And the corgi became more than a logo - it became the brand’s creative anchor, carried deliberately and consistently across packaging, social, media, POS and experiences to build recognition fast. That philosophy continues to guide the smallest choices, from protecting the consistency of the mascot to finding unexpected ways to physically bring it into executions.

And fast really did mean fast. Rally Dog moved from just an idea to a real product on shelves in market in under 6 months, requiring strategy, creative development, packaging, production, media and launch execution to happen simultaneously. Of course none of it would have been possible without the collaboration of a very talented cross-functional team, all sprinting towards the same goal of launching the best possible product and brand.

But the work I’m proudest of is refusing to let speed become an excuse for safe. Throughout it’s development, I continually pushed Rally Dog away from category convention and toward ideas only Rally Dog could own: a social-first personality, a recognizable visual world, unexpected dog-meets-sports moments, and a broader definition of the “drinking athlete” that goes well beyond traditional sports marketing. Instead of simply buying our way into the same spaces as competitors, the challenge became to create moments worth noticing and content worth sharing. That philosophy now stretches from social and partnerships to experiential, media and the brand’s next-generation content engine.