American Licorice Company, makers of Red Vines, wanted to build awareness and trial of one of their younger brands, Natural Vines premium licorice. Having devoured our share of Red Vines in the darkness of a movie theater, we decided to take Natural Vines to a natural venue: the outdoor cinema.
We partnered with outdoor film festivals in Seattle, Portland, San Francisco, Austin and Salt Lake City to sample the product throughout the summer. To support the program, we created a short film to screen before the feature film. “Six Clues,” created with filmmaker Wes Coughlin, connected viewers to the spirit of the Natural Vines brand and got a lot of buzz at the events and on social media.
We also created a booklet called Take Summer Outside, featuring activities and inspiration for the season and illustrations by Portland transplant Katie Daisy (who was later discovered by Pottery Barn, Target and even Oprah). Then we helped create an interactive version of the book for the Natural Vines web site.
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