Pernicious IPA
The Specs
Client
Wicked Weed
Industry
CPG
Services
Creative Campaign
Influencer Management
Paid Social Media
Media Planning & Buying
Making the Southeast’s
#1 IPA Look the Part
#1 IPA Look the Part
Pernicious didn’t need to prove it was a great IPA. The award-winning Wicked Weed flagship was already the #1 IPA sold in North Carolina and a top-five IPA across the Southeast. The opportunity was bigger: take that strength into an expanding East Coast footprint and win new market share.
“With Pernicious commanding a premium price in a crowded craft category, the brand needed creative that communicated why it was worth the premium. Our challenge was to transform an already proven product into a premium brand experience—one that could stand apart from a sea of increasingly interchangeable craft IPAs.
And as an agency rooted in the Southeast, we brought an understanding of the consumers, culture, and markets Pernicious needed to win.
Photo credit: Wade Asa
Approach
Turning Proven Quality
Into Premium Desire
Into Premium Desire
While competitors chased novelty, limited releases, and the next flavor trend, Pernicious had something harder to manufacture—a reputation for delivering a consistently great IPA. We used that equity as the foundation for “Upgrade Your IPA,” positioning Pernicious as the elevated choice for drinkers ready to trade up.
The platform moved the conversation beyond what’s inside the can. Pernicious became an upgrade to the entire experience—from gameday and concerts to nights out and everyday occasions worth making a little better.
The platform moved the conversation beyond what’s inside the can. Pernicious became an upgrade to the entire experience—from gameday and concerts to nights out and everyday occasions worth making a little better.
Creative Campaign
Upgrade Your IPA
To justify a premium position, the campaign needed a premium aesthetic.
We created a sophisticated visual world that elevated Pernicious beyond traditional craft beer advertising. Custom 3D product modeling, stylized environments, dynamic lighting, cinematic movement, and high-end rendering gave the can a larger-than-life presence while staying true to Wicked Weed’s expressive creative roots.
The result brought “Upgrade Your IPA” to life visually: bold enough to command attention, polished enough to signal quality, and distinctive enough to reinforce why Pernicious is worth the upgrade.
We created a sophisticated visual world that elevated Pernicious beyond traditional craft beer advertising. Custom 3D product modeling, stylized environments, dynamic lighting, cinematic movement, and high-end rendering gave the can a larger-than-life presence while staying true to Wicked Weed’s expressive creative roots.
The result brought “Upgrade Your IPA” to life visually: bold enough to command attention, polished enough to signal quality, and distinctive enough to reinforce why Pernicious is worth the upgrade.
Media Strategy
Winning More of Our
Own Backyard
Own Backyard
Expanding along the Eastern Seaboard required more than broad awareness. Our media strategy was built around understanding where Pernicious could authentically connect with Southeast consumers and intercept them close to the moment of choice.
Alongside paid social, video, Reddit, and influencer content, we used geo-fenced mobile advertising to reach consumers around stadiums, sporting events, concerts, retail locations, and other environments where Wicked Weed already had a presence or sponsorship.
That connection between audience, occasion, and point of sale helped turn an established regional reputation into a platform for continued geographic growth.
Alongside paid social, video, Reddit, and influencer content, we used geo-fenced mobile advertising to reach consumers around stadiums, sporting events, concerts, retail locations, and other environments where Wicked Weed already had a presence or sponsorship.
That connection between audience, occasion, and point of sale helped turn an established regional reputation into a platform for continued geographic growth.
Influencer Strategy
Bringing the Upgrade to Life
Our seasonal influencer program brought the campaign into the moments where Pernicious belongs.
We activated 13 mid-tier and macro creators aligned with Wicked Weed’s audience and culture, putting Pernicious at the center of social occasions, summer moments, and everyday experiences. Their content built authentic social proof while creating a library of relatable assets that could extend beyond organic audiences through paid amplification.
By making creator content part of the broader media ecosystem, we turned trusted voices and real-life occasions into another expression of what it means to Upgrade Your IPA.
We activated 13 mid-tier and macro creators aligned with Wicked Weed’s audience and culture, putting Pernicious at the center of social occasions, summer moments, and everyday experiences. Their content built authentic social proof while creating a library of relatable assets that could extend beyond organic audiences through paid amplification.
By making creator content part of the broader media ecosystem, we turned trusted voices and real-life occasions into another expression of what it means to Upgrade Your IPA.
Results
The Next Round Is Just
Getting Started
Getting Started
The “Upgrade Your IPA" platform established a flexible creative foundation capable of supporting flagship brands, product innovation, and seasonal activations.
With the campaign newly in market, performance measurement is underway across awareness, engagement, video completion, creator performance, and sentiment. More importantly, we’ve established a strategic and creative foundation designed to help Pernicious turn its established Southeast credibility into greater market share across an expanding footprint.
With the campaign newly in market, performance measurement is underway across awareness, engagement, video completion, creator performance, and sentiment. More importantly, we’ve established a strategic and creative foundation designed to help Pernicious turn its established Southeast credibility into greater market share across an expanding footprint.
Related Projects
Vicious Nectar
Vicious Nectar entered the market with a personality all its own. A bold creative platform, high-energy visual world, and social-first media strategy helped turn a new beverage launch into the foundation for an independent brand built to stand apart and grow beyond the Wicked Weed portfolio.