Big Sky Brewing

Moose Drool is a great name for a good beer. So good in fact, that it critically overshadowed Big Sky Brewing Company’s other fine brews, not to mention the brand itself. At least that’s what we suspected. To prove it, we executed a brand discovery research initiative via email, microsite, Facebook and Twitter. This highly successful social effort, essentially masquerading as an online contest, collected invaluable insights, trends and stories from hundreds of craft brew enthusiasts and confirmed that Big Sky Brewing was indeed suffering from an identity crisis—insights that laid the foundation for a subsequent rebranding effort.

Agency: Noot Group. Creative Team: Liz Brown, Diana Riggs, Ray Fesenmaier.