After 30 years, Sierra Nevada continues to be one of the world’s most popular craft beers. While brand awareness is at an all-time high, brand affinity faces extreme competition from a growing number of competitors. DK’s challenge was to build authentic connections with extremely fickle craft drinkers while maintaining existing relationships with loyal customers.
Based on Sierra Nevada’s more intrepid voice, DK developed a brand story that lyrically illustrates their position, their values, their history, and their future. From this strategic compass, we produced an ecosystem of expressions through an ambitious website redesign, in-store marketing programs, and an emotionally-resonant anthem film. We shifted their voice from one you respect to one you revere, a brand that’s not just a mountain. It’s a mountain with weather.
Client: Sierra Nevada Brewing Company
Agency/Production Company: Digital Kitchen
Managing Director: Eric Oldrin
Executive Creative Director: Matt Mulder
CD: Demetre Arges
EP: Sarah Shipley
Creative Technologist: Alaa Mendili
Producers: Dave Brown, Jessica Tuffley, Angela Wittman
Editor: Camille Durand