The Idea:

SYC Brewing developed a new alcoholic seltzer and required a couple of things to launch their product. The first? A product name. The second? A digital product launch campaign. Problem was, the brewery was a little worried that its audience would roll their eyes at a decidedly un-beerish beverage option.
So why not beat their fans to the punch?
We doubled down on the weird — acknowledging the perceptions of the audience by first naming the product “Alco-seltzer” (the most gimmicky old-timey name we could think of ), and producing a parody-like introduction ad complete with a 50s/60’s inspired sleazy salesman announcer, an empty-eyed “beverage girl” and a terrible (and catchy) jingle.