Vicious Nectar
The Specs
Client
Wicked Weed
Industry
CPG
Services
Creative Campaign
Influencer Management
Paid Social Media
Media Planning & Buying
Turning Up More Than
the Volume
the Volume
Vicious Nectar wasn’t another Wicked Weed beer launch. It represented an opportunity to take everything the brewery had learned about crafting bold flavors and use it to enter an entirely different space.
Fruit-forward, unapologetically loud, and packing 9.1% ABV, Vicious Nectar was built to stand apart from both traditional beer and sweeter flavored malt beverages. More importantly, its potential stretched beyond the Wicked Weed portfolio: the brand was designed with the ability to live independently, opening the door to new distribution opportunities and new consumers.
Our job was to give that ambition an equally distinctive identity in market.
Approach
A New Category Called
for a New Attitude
for a New Attitude
We built the “Turn Up the Volume” messaging platform around the product’s defining contradiction: big fruit flavor paired with unexpectedly high ABV. The idea gave us a natural bridge into Vicious Nectar’s punk-rock aesthetic and permission to develop a voice that was louder, edgier, and more unpredictable than the Wicked Weed flagship brand.
Our strategy wasn’t about making Vicious Nectar feel like the newest member of the Wicked Weed family. It was about giving it enough attitude, distinction, and independence to create a following of its own.
Our strategy wasn’t about making Vicious Nectar feel like the newest member of the Wicked Weed family. It was about giving it enough attitude, distinction, and independence to create a following of its own.
Photo credit: Wade Asa
Creative Campaign
Turn Up the Volume
We translated that strategy into a visual world every bit as loud as the product.
Building from the illustrations on the packaging, we combined custom 2D artwork, motion graphics, animation, and 3D elements to make the Vicious Nectar universe move. Saturated color, surreal environments, energetic transitions, and an intentionally unruly visual language turned the product’s punk-rock personality all the way up.
We didn’t simply introduce a new beverage. We gave Vicious Nectar a world—and an attitude—it could own.
Building from the illustrations on the packaging, we combined custom 2D artwork, motion graphics, animation, and 3D elements to make the Vicious Nectar universe move. Saturated color, surreal environments, energetic transitions, and an intentionally unruly visual language turned the product’s punk-rock personality all the way up.
We didn’t simply introduce a new beverage. We gave Vicious Nectar a world—and an attitude—it could own.
Building an Independent Brand
Designed to Stand on Its Own
One of the biggest strategic opportunities for Vicious Nectar existed behind the creative.
We helped establish a foundation for Vicious Nectar's independence across creative and media, giving it the flexibility to grow without relying on Wicked Weed branding to tell its story.
We helped establish a foundation for Vicious Nectar's independence across creative and media, giving it the flexibility to grow without relying on Wicked Weed branding to tell its story.
Media Strategy
Finding an Audience
That Likes It Loud
That Likes It Loud
Vicious Nectar’s younger, social-first audience demanded a different media mindset.
Alongside paid social, Reddit, video, geo-targeted media, and influencer activation, we recommended Twitch as a dedicated channel for Vicious Nectar—putting the brand into an environment aligned with the audience’s entertainment habits and the campaign’s high-energy personality.
We added another layer through creator partnerships, generating authentic content that could live organically while providing assets for paid whitelisting and amplification.
Every channel had the same job: introduce something genuinely new in a way that felt impossible to ignore.
Alongside paid social, Reddit, video, geo-targeted media, and influencer activation, we recommended Twitch as a dedicated channel for Vicious Nectar—putting the brand into an environment aligned with the audience’s entertainment habits and the campaign’s high-energy personality.
We added another layer through creator partnerships, generating authentic content that could live organically while providing assets for paid whitelisting and amplification.
Every channel had the same job: introduce something genuinely new in a way that felt impossible to ignore.
Results
A New Brand Enters
the Mix
the Mix
The campaign is newly launched, so performance results are still being measured. But we’ve helped Vicious Nectar enter the market with something bigger than a launch campaign: a distinct positioning, creative world, media presence, and marketing foundation designed to give the brand room to become an entirely new growth opportunity.
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