COHN decided to embark on a little creativity experiment. No rules, no budget restrictions…just a chance to let our imaginations go. Using Creativity expert Michael Michalko’s theory that putting random things together productively stimulates our brain cells, we defined our experiment around trying to connect the unconnected. This is the culmination of our experiment.

1. CAPTAIN REMIX CRAFT BEER
CAMPAIGN STRATEGY
NOVEMBER 2014

2. BACKGROUND

3. SUMMARY
COPYRIGHT © 2014 COHN
DON’T TELL MOM TOPSY TURVY DICHOTOMY EXPERIMENT
In October, a group of us at COHN decided to embark on a little creativity experiment. No
rules, no budget restrictions…just a chance to let our imaginations go. Using Creativity
expert Michael Michalko’s theory that putting random things together productively
stimulates our brain cells, we mapped our experiment around trying to connect the
unconnected. The goal: liberate our minds and allow them to forge new connections that
can lead to surprisingly original ideas. We dubbed the initiative the “Don’t Tell Mom” Topsy
Turvy Dichotomy Experiment and adopted #CaptainRemix as our mascot.
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4. GETTING STARTED
COPYRIGHT © 2014 COHN
CREATIVE BRIEF
We started with a creative brief to set the stage. Who are we talking to, what are our goals,
why are we doing this:
TARGET AUDIENCE: Colorado “Indulgence” Industries:
• Craft brewers
• Distillers
• Dispensaries
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5. GETTING STARTED
COPYRIGHT © 2014 COHN
CREATIVE BRIEF
WHAT DO THEY CURRENTLY THINK?
• COHN has little awareness with local SMB’s so many have no preconceived opinion of
COHN
• Those who are aware of COHN think we work almost exclusively in the retail real estate
sector
• COHN is an ad agency or PR agency – little understanding of what it means to be
integrated
WHAT DO WE WANT THEM TO THINK?
• COHN finds solutions for any client challenge no matter how seemingly unrelated.
• When COHN approaches a job, we look at it from all angles – brand, PR, social, digital and
traditional marketing
• COHN may not invent the wheel, but we make it better – we are a progressive company…
not an “innovative” company
• We have fun while maintaining the upmost professionalism
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6. GETTING STARTED
COPYRIGHT © 2014 COHN
CREATIVE BRIEF
WHAT IS THE CAMPAIGN?
One (or all) of these things is not like the others. What does beer have to do with a rubber
chicken or wine with Godzilla? We are about to find out. COHN challenges our audience to
vote on one topic from each list. In two short weeks, COHN will take these two “unrelated”
items and create and execute a comprehensive campaign based solely around these ideas.
Because at COHN, we find solutions for any client challenge no matter how seemingly
unrelated.
Welcome to The “Don’t Tell Mom” Topsy Turvy Dichotomy Experiment.
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7. GETTING STARTED
COPYRIGHT © 2014 COHN
GET INVOLVED!
COHN invited clients, friends, colleagues, strangers, media, etc. to help us identify our
campaign parameters. We identified two categories and launched a two-week poll to select
our “ingredients”:
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8. CAMPAIGN FOUNDATION
COPYRIGHT © 2014 COHN
WHAT ARE WE DOING?
WHAT ARE THE “UNRELATED ITEMS”?
After counting nearly 100 votes, the public had spoken:
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BEER PINK TELEPHONE

9. MARCHING ORDERS
COPYRIGHT © 2014 COHN
DON’T TELL MOM TOPSY TURVY DICHOTOMY EXPERIMENT
With our marching orders in place, we took 10 days to ideate and articulate an abbreviated
version of a brand strategy and snapshot of a plan. If only we had the client and unlimited
“fantasy” budget!
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10. INTRODUCTION

11. CLIENT
COPYRIGHT © 2014 COHN
WHO ARE WE WORKING FOR?
Client: Captain Remix Craft Brew
Product: Captain Remix Beer
Competitors: Breckenridge Brewery, Odell Brewing Company, Bell’s Brewery
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12. CAMPAIGN CONCEPT
COPYRIGHT © 2014 COHN
“LETS GIVE THEM SOMETHING TO TALK ABOUT”
Hearsay, chatter, talk…this fuels #CaptainRemix and motivates better beer and better
experiences.
When we think of a pink telephone, we envision Doris Day in Pillow Talk, Gladys Kravitz
spying on the Stephens in Bewitched, a pre-cell phone era teen stretched out on her bed
have a gossip session with her bff.
The pink telephone becomes both a metaphor for “I’ve got something juicy to share” and
the literal function of communication - revamped for a digital-crazed world.
“Lets Give Them Something To Talk About” is an integrated marketing campaign focused on
listening to the customer, letting insiders in on our secrets and encouraging an ongoing
game of telephone amongst our customers.
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13. INSIGHTS & INSPIRATIONS
COPYRIGHT © 2014 COHN
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INSIGHTS STRATEGY RECOMMENDATIONS
People love to be in the know, part of
something underground
Members only community
Influencer outreach
Mobile App
Pop up parties
Game of telephone / word-of-mouth program
Blogger strategy
Social listening plan - online monitoring
Social sharing
The Scarcity Principle: When options are
scarce, what’s available becomes much
more attractive.
Limited availability product & points
of sale
Collectors items
Make product launch an affair - bring legitimacy / excitement to
each product
Making someone feel as if they're the
only person in the room isn’t just good
social intelligence, but very effective
communication.
Customized experiences /
communication
Localize the product
iBeacon integration with mobile application
Capitalize on local places, history, events
Retargeting campaign
Colors, music, smell impact emotion and
sales
Use color and music in unexpected
ways
Embrace pink = creative/imaginative/caring
Become engrained in the music and festival scenes

14. CAMPAIGN

15. CAMPAIGN ELEMENTS
COPYRIGHT © 2014 COHN
CAPTAIN REMIX BRAND STRATEGY
AWARENESS PROGRAM
PINK TELEPHONE APP & IBEACON
SOCIAL LISTENING
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16. REMIX’S
STORY

17. BRAND STRATEGY
COPYRIGHT © 2014 COHN
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WHO IS OUR CLIENT?
CAPABILITY: Brand Strategy
DESCRIPTION: We started by creating a company and product – Captain Remix Craft Brew
– to build our campaign around. That was the easy part. Now the hard part. What is Captain
Remix Craft Brew all about? We of course have our Captain Remix mascot but brand goes
far beyond a logo—and those fashion forward antlers.
What is Captain Remix Craft Brew? What is its personality? What is its story? Who is its
customer? What makes it unique? Using the COHN super secret brand formula, we
developed an abbreviated version of a brand strategy (we aren’t going to give away ALL of
our secrets) to help funnel our ideas and better understand our fictional client.

18. OUR BRAND PROCESS
> STRATEGIC
BRAND
STRATEGY
AND
ARCHITECTURE
BRAND
ANALYSIS >
BRAND >
EXPRESSION
> INTERNAL
LAUNCH AND
EXTERNAL
BRAND
ADOPTION
BRAND
ADOPTION >
BRAND !
MOMENTUM
Determine how the brand will
support the business strategy by
fully understanding the current
situation.
Articulate the brand vision.
Develop clear, strong brand
distinction.
Invoke the feeling of the brand shift
through copy tone and voice as well as
visuals to increase understanding and
engagement.
Cultivate buy-in and internal
advocates for the change via clear,
accessible communication.
Launch strong brand messaging to
customers, channel partners,
investors and the media.
Ongoing strategy planning,
measuring and adjusting for
maximum market penetration.
COPYRIGHT © 2014 COHN
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19. BUZZ &
AWARENESS

20. AWARENESS CAMPAIGN
COPYRIGHT © 2014 COHN
BUILD CONSUMER CURIOSITY
CAPABILITY: Stunt Marketing
DESCRIPTION: Reach people at a personal level and build consumer curiosity, before
Captain Remix product is revealed:
• Local Events: Recruit a street team to wear Captain Remix’s signature oversized antlers at
highly attended events; e.g., sporting events and festivals
• Everyday Touch-points: Chalk artists will perform live art on sidewalks at popular
pedestrian areas during high-traffic times. Think 16th Street Mall in Denver, during the
lunch hour or in the evening on 6th Street in Austin. Art will reflect the key images and
words from the brand strategy, without divulging the product.
When asked what they are promoting, the street team will only repeat the brand tag and
pass out antlers along with the website listed on a tag.
The pre-launch campaign will push those who are curious to social media platforms where
they will receive clues about the launch party.
Media will receive antlers and will be invited to follow the campaign, and watch the
feedback from curious consumers.
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21. AWARENESS CAMPAIGN
COPYRIGHT © 2014 COHN
LAUNCH
CAPABILITY: Experimental Marketing
DESCRIPTION: Leading up to the launch event guests will have received clues and chances
to engage on social media. Participants in the social media campaigns will be rewarded with
a private launch party event. The party will be accessible only to those who have the correct
code.
• Location: Oversized British telephone booths will be located along the sidewalk leading up
to a bar. The event will be in a location that is unexpected; e.g., a basement that has not
been opened or a back room that is not typically open to the public. Think of The Vault in
Denver: the basement houses the original vault.
• Aesthetics: The vibe will be a mix of experimental, meets victorian - think steampunk.
Unexpected combinations of food will be served. Vignettes that offer eclectic
performances that mix carni with Cirque du Soleil.
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22. AWARENESS CAMPAIGN
COPYRIGHT © 2014 COHN
ONGOING ENGAGEMENT
CAPABILITY: Experiential Marketing
ROLLING OUT NEW BREWS
DESCRIPTION: Through social and online engagement the pink telephone game will be
teased. Those who engage with the brand will be given hints on where to find the pink
telephones—small toy telephones—at popular bars.
The person who finds the most pink telephones will be rewarded with naming the next brew.
His/her story will be a part of the brew’s brand story.
REWARDING LOYAL FOLLOWERS
DESCRIPTION: A Pink Calling Card will be offered to those who have earned awards through
social engagement. As a reward, they can sign up for Captain Remix Pink Telegram, where
they will receive a happy hour hosted Captain Remix himself at their office. Antlers not
required.
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23. APP & IBEACON

24. PINK TELEPHONE APP & IBEACON
COPYRIGHT © 2014 COHN
PINK TELEPHONE APP & IBEACON
CAPABILITY: Digital & Design
DESCRIPTION: #HackTheMenu has gained attention as the one-stop resource for all secret
menu items at fast food restaurants. What can we learn from this? People love secret stuff.
The Captain Remix Pink Telephone App lets customers in on all the secrets - from pop-up
brew parties to “insider” perks such as limited-time-only products, the pink telephone app is
a Captain Remix beer fan’s direct link to all the brew gossip.
In addition to general notifications, Captain Remix has placed iBeacons across the country
to tip off fans to new, cool and underground tidbits such as free admission to events or . For
example, we may place an iBeacon at TheBigWonderful in Denver. If you have the pink
telephone app and happen to come within 20 feet of the iBeacon, you will be the envy of all
your friends when you are sent a notification for a free stein of Captain Remix’s “Big
Wonderful” brew…custom brewed just for TheBigWonderful.
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25. PINK TELEPHONE APP & IBEACON
COPYRIGHT © 2014 COHN
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26. SHHH, LISTEN

27. PINK TELEPHONE BRIGADE
COPYRIGHT © 2014 COHN
THE PINK TELEPHONE BRIGADE
CAPABILITY: Social Media
DESCRIPTION: If you want to be heard, you must listen. The Pink Telephone Brigade “PTB” is
a group of social media savvy folks who comb the inter webs looking to help and hydrate
craft beer lovers. Whether in New York City or York, NE, the PTB is listening to you.
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28. PINK TELEPHONE BRIGADE
“Love your grub. Have a
craft beer on us. Tell them
#CaptainRemix sent you!”
COPYRIGHT © 2014 COHN
THE PINK TELEPHONE BRIGADE - EXAMPLE
“How about #antlers?”
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“#CaptainRemix…we
literally have a beer called
‘Local Craft Beer,’ thx for
the shout out!”

29. NEXT STEPS

30. DESIGN & DELIGHT
COPYRIGHT © 2014 COHN
BRAND EXPRESSION
After wrapping up our experiment, our senior art director couldn’t help but scream out “I
want to do a mood board, Remix beer logo and App design.” Stay tuned for our design
“bonus features” and seeing how Captain Remix Craft Beer and the Pink Telephone
Campaign comes to life!
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31. THANK YOU!
CONNECT WITH COHN
COHN, INC.
2881 N. SPEER BLVD.
DENVER, CO 80211
COHNMARKETING.COM
@COHNMARKETING
FACEBOOK.COM/COHNMARKETING