The alcoholic and distillery industry is competitive now more than ever, and especially was at the beginning of the pandemic in 2020. Consumers are shopping the organic category more often and we are seeing continued trends of consumers looking for healthy, organic options for their family + friends. The organic space experienced significant growth in 2020 and 2021. The challenge for Prairie Organic Vodka was discovering a successful way to reach the right consumers at the right moment in time, and to educate them that Prairie Vodka is truly in the "organic" category.

Our initial ask was to create a full scale paid media strategy to bring to market with the full marketing plan in 2020-2021. Our main objective was to drive education and brand awareness of organic offerings within the spirits industry, specifically with Prairie Organic. We discovered that over 82% of US households buy organic products and that 55% of consumers are not aware an organic option exists in spirits. Our goal was to close this gap and educate consumers via brand engagement. We created a full 2020-2021 media plan that included a paid social media plan via Facebook & Instagram, Snapchat, Twitter, TikTok, Google Search + Display and a Text-To-Save savings offering to redeem via Venmo/PayPal and in-store POS marketing. We also managed their website on a daily/weekly basis.