Collective Arts is contesting through postcards in a nod to the craft-beer and beverage company’s philosophy that creativity begets creativity.
“Postcards from Paradise,” celebrates vibrant tropical artwork and artists in store and digitally through case toppers, retail posters, shelf wobblers, shelf flyers and case inserts in addition to the postcard contest itself, a trip for two to Costa Rica. Consumers can enter to win by joining the Collective Arts mailing list and completing a contest form on a campaign microsite.
The idea, Collective Arts VP of brand and strategy Toni Shelton says, is to turn summer into a creative escape. “Each can is designed to transport people into a vibrant, imagined destination inspired by the artwork,” Shelton says. “This campaign brings those stories to life across retail and digital touchpoints.”
Images courtesy of Collective Arts
Work is being featured on Collective Arts’ RTDs and portfolio of craft beers, sangria and zero-proof cocktails.
The campaign includes a reverse contest in Costa Rica, a growing market for Collective Arts, with the brewer offering trips to Canada that will include brewery tours, art experiences and live music. An XM “Bring Canada to Your Backyard” prize featuring Collective Arts drinks, music and décor will also be on offer. Key Communications is providing PR support.
When Collective Arts, a strategy Brand of the Year in 2020, launched in 2013, founders Matt Johnston and Bob Russell had a vision to “make the world a more creative place.” Early on, it regularly swapped out beer labels with different artists’ work to keep packaging fresh and showcase local artistic talent. It has since launched “Amplified Voices,” which calls on creators to submit illustrations, including protest art or work that “conveys a sense of hope for a safer and more inclusive future.”
In January, the company expanded into the energy-drink market with the launch of Botany Energy, a line meant to shake up the functional-beverage category featuring the brand’s signature, eye-catching designs.
