Cheerwine Case study Legendary Giveback by Woods Witt Dealy & Sons

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Legendary Giveback

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Industry Alcoholic drinks & Tobacco, Business equipment & services, Corporate Image
Media Case study
Market United States
Agency Woods Witt Dealy & Sons
Released November 2012

Credits & Description

Cheerwine and The Avett Brothers have joined up to bring you the Legendary Giveback, one legendary concert in one town for the greatest fans in the world. It's not just about giving back through great music but about doing some good for the community as well. Proceeds from the show will go to several charities who each raise awareness in their own unique way.
Montage by Cracker Farm
Cheerwine – the bubbly, wild cherry-flavored soft drink with a cult following – called the Legendary Giveback, a charity concert that took place on Oct 19 featuring best-selling indie rockers, The Avett Brothers. The event, along with Cheerwine’s partnership with the Avett Brothers, is part of a bigger campaign called “Legend,” created by NY-based agency Woods Witt Dealy & Sons (WWD&S). Cheerwine’s marketing objective is to get its faithful fan base cheering in current markets while generating immediate awareness and buzz in expansion markets, with the ultimate goal of shifting from regional to national players.