Sweetwater Innovative Solutions (SIS) is a cleaning chemical supplier that excels in improving cleaning processes across multiple industries. After the company decided to focus their efforts on the brewery market, I worked closely with SIS to create a sub-brand called SIS Brew. SIS Brew allowed them to direct their marketing efforts specifically towards the brewery audience, while maintaining the trust and reputation of their existing parent brand, Sweetwater Innovative Solutions.
The Project
Marketing & Brand Strategy
My Role
Sub-Brand Design, Label Design, Campaign Ideation, Photo & Video Shoot Planning & Producing, Email Marketing, Social Media Management, Email Marketing Management
SIS Brew Sub Branding
Label Creation
A vital aspect of the SIS Brew sub-brand was revamping product labels for their brewery line. After finding that their old labels lacked distinction and failed to catch brewers’ attention on platforms like Amazon and in homebrewing stores, I developed new labels tailored to the industry by drawing inspiration from brewery aesthetics. The new designs boasted captivating visuals and used brewery-specific language. As a result, SIS Brew emerged as a true competitor among top brewery cleaning brands.
Values-Based Approach
To further enhance the SIS Brew brand, I implemented a values-based marketing strategy. After conducting interviews with professional brewers and homebrewers to understand their priorities, I developed a list of values that resonated with both audiences. By leveraging these values in SIS Brew’s messaging and branding, we established a connection with the brewery audience and fostered trust and loyalty through shared values.
Brewfoam Campaign: Converting 42% of Visitors
For SIS Brew's Brewfoam campaign, I recognized the challenge of convincing brewers to switch their cleaning products, given the inconvenience involved. From prior interviews, I knew brewers typically stuck to one supplier for all their cleaning needs. To overcome this, we decided to let the product speak for itself by offering free samples. I launched an email campaign with a link to a conversion-optimized landing page, making it easy for brewers to request their samples. This strategy paid off, achieving a phenomenal 42% conversion rate, far surpassing the industry standard of 10%. The campaign's success demonstrated the efficacy of email marketing paired with a conversion-optimized landing page, along with the undeniable appeal of Brewfoam once brewers experienced its quality firsthand.
“Hey, you’re the sock people!”
In our business development mailer boxes, we strategically included custom socks because they resonate uniquely within the brewing community. These quirky, branded items not only caught brewers' attention but also sparked recognition and conversation. They became our signature, prompting brewers to exclaim, "Hey, you're the sock people!" when seeing us at their brewery. This creative and memorable approach not only differentiated us as a supplier, but also strengthened our brand presence in the brewing industry.
The Result
The brand revitalization efforts resulted in a modernized and consistent brand across all touch points. The SIS Brew sub-brand allowed for a focused marketing approach toward the brewery audience, while still maintaining the overall identity of the parent brand. The new label design successfully captured the attention of the target audience and established SIS Brew as a competitive player in the brewery cleaning industry. The values-based marketing approach helped create a connection with the audience and fostered long-term loyalty for the brand.