Both Square Mile Cider and American Honey Bourbon came to Dovetail wanting to showcase their flexibility as cocktail elements. We got to work building a campaign that put these versatile drinks in front of new consumers.
To build this cross-promo, we capitalized on two big trends: craft brewing and mixology. American Honey Whiskey’s popularity with millennials made it a perfect partner for up-and-comer Square Mile Cider. The “Bad News for Boring” campaign was a big hit.
American Honey and Square Mile were an ideal fit, and the results proved it. The cross-platform partnership built visibility through social media and in stores. Consumers enjoyed a new way to use an old favorite, and retailers saw higher basket rings to boot. Bad News for Boring = Great news for brands.