R&D Brewing, a Raleigh-based brewery with over 150 years of experience, partnered with the Carolina Hurricanes hockey team to produce Storm Brew, the team’s first official beer. To help launch Storm Brew and increase awareness across its growing distribution on and off-premise, FWV worked closely with R&D Brewing and the Canes. We helped finalize the product name, developed a dedicated landing page, and created all of the in-arena branding. FWV supported the launch and on-going awareness with media relations, including influencer marketing. Our work also included a photoshoot with Canes’ alternate captain Jordan Martinook, as the beer’s official endorser, to be integrated in POS and social assets.
A DIGITAL STORM
With the launch of a new style, FWV recommended Storm Brew not only be an added product tile on R&D’s website, but have a dedicated landing page. FWV designed and built the landing page to incorporate the storm motion graphics, packaging and product availability. The site also drove traffic to both R&D Brewing and the Carolina Hurricanes official websites, for more information.
BRANDING THE ARENA
Creative assets for on-site branding were developed to prominently display Storm Brew throughout the PNC arena – home of the Carolina Hurricanes. As part of the sponsorship, arena elements included the logo to be featured on the ice, the Olympia fully branded, taking notes from the Storm Brew Packaging and the creative takeover of the East Priority Lounge. The priority lounge brought the storm to life on the walls, columns and pillars within the concession stand area, and door clings at lounge’s entrance. Additionally, FWV designed digital elements for the arena, displaying the storm on the LED ribbon banners and the main video board, as well as digital pillars throughout the arena concourse.
This striking visual branding throughout the arena helped support Storm Brew sales at Canes games and drove an increased brand awareness for every attendee that extended beyond the arena.