Everclear: Make It Your Own - Rodgers Townsend, Advertising Agency

Reversing Decades of Reputation

Everclear is a high-proof neutral spirit that, for most, is synonymous with trashcans full of punch and college regret. Oddly enough, the very characteristics that garnered its reputation are precisely why it also appeals to mixologists. Its high proof and neutral flavor make it the perfect base for homemade infusions and bitters.

Everclear wanted to distance itself from its unsavory reputation and appeal to a new market – the home mixologists. So we created Make It Your Own, a campaign elevating the brand from trashcan punch to craft cocktails, and never looking back.

Everclear

Website / Social Media / Point-of-Sale

Website

MakeItYourOwn.com serves as the hub of the campaign, replete with recipes and home mixology resources.

Recipes

Recipes curated from top mixologists and accentuated by rich photography invite product trial.

Social

Social posts drove to the site, and created a growing following by featuring recipes and tips on Facebook.

Photography

To keep up with an ever-expanding site while staying within budget, all photography was shot and edited in-house.

Point-of-sale

Seasonal recipes offered the opportunity to create the first-ever point-of-sale for a brand that’s grown accustomed to being hidden on store shelves.

It's Working

In more ways than we could imagine. Consumers are engaged – viewing, sharing, liking and commenting on recipes by the thousands. While Everclear is a lightning rod for criticism, consumer feedback has been overwhelmingly positive.

We even helped change legislation in the state of Idaho, a control state in which high-proof spirits were prohibited. When our campaign was presented as evidence of Everclear’s more refined purposes, Idaho loosened its regulations and allowed Everclear on the shelves for the first time.