The Problem: Texas Pete is being heat-shamed and can't stand out in the flavor sub-categoy. It is being defined off of what it isn't, not what it is, and relying on the die-hard fans to spread the gospel.
We need to show that Texas Pete is for people who won't settle for the mild and the every-day.
The Solve: Reject Mild. We see mild as the spot in between bland and bold. It’s the average. It’s comfortable. But what happens when you break outside your comfort zone, embrace a bit of zest, and reject mild?
AD: Michelle Greeley
CW: Monica Roebuck
Strategy: Alie Weiner
