Voodoo Ranger is a craft beer, born in 2017 and grew their audience by embracing the absurdity of meme culture. They tasked us with bringing the brand into the mainstream to challenge the more established craft beer brands. As Voodoo Ranger is the fine wine of IPAs, where better to bring our brand into the real world than Napa Valley - wine country. With a limited budget, we developed an idea that would draw out the NIMBYs of Napa, to help introduce our brand to a new, wider audience.
Once the park felt ‘real’, we created a fake research company and held a community meeting, where residents could learn more and ask any questions. This was our pitch to the local residents.
They weren’t thrilled with our idea. So, we doubled-down, asking for help and support online. We even went so far as creating a ‘Not in Napa’ activist group - who besieged Napa Valley with protests against the park.
The campaign gained national press coverage, got picked up and spread around social media, but more importantly it fired up the existing Voodoo community.
