Hangar One Design & Branding, Case study Hangar 1 Fog Point by Ache México

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Hangar 1 Fog Point

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Industry Vodka, Environmental & Animal Issues
Media Design & Branding, Case study
Market United States, Mexico
Agency Ache México
Chief Creative Officer Carlos Verástegui, Lander Otegui
Copywriter Luis Felipe Núñez
Production Culture Collide
Released October 2016

Awards

Cannes Lions 2017
PR Sectors: Food & Drinks Bronze Lion

Credits & Description

Title: Hangar 1 Fog Point
Agency: Ache
Brand: Hangar 1
Country: Mexico
Entrant Company: Ache, Mexico City
Advertising Agency: Ache, Mexico City
Media Agency: The Media Grind, Santa Monica
Pr Agency: Exposure Pr, New York
Production Company: Culture Collide, Austin
Additional Company: Stranger&Stranger, San Francisco / Proximo Spirits, Jersey City
Chief Creative Officer: Carlos Verástegui (Ache)
Chief Creative Officer: Lander Otegui (Ache)
Copywriter: Luis Felipe Núñez (Ache)
Producer: Danielle Katz (Exposure)
Execution:
We partnered with Fog Quest, a water conservancy organization. With them, we placed ‘fog catchers’ at several strategic locations around the Bay Area. Each one of these catchers could collect up to 4 liters of water per day, which could then be filtered for quality assurance. To launch Fog Point Vodka, national lifestyle and spirits media were invited to visit the distillery and see the process of catching fog for themselves. They saw how the technology worked, and could taste each element making up the world’s-first vodka. A documentary film was produced to aid in the unique storytelling aspect of the product creation, with content creators in the Bay Area selected to share the innovative nature of the vodka and unique flavor with their followers.To continue the momentum at POS, bars were selected in NY, MIA, SF and LA to create a Fog Point Martini for their menu.
Outcome:
•Hangar 1 broke through the vodka and spirits market in the United States and made people talk about the brand all over the world for 14 weeks.•The product sold-out within 2 weeks with people visiting the distillery in Alameda asking to taste the Fog Point Vodka.•Documentary film achieved 600K organic YouTube views.•Broadcast media coverage in all 50 states with over 6 million broadcast impressions.•More than 400 full-length feature stories across national and international titles such as TIME Magazine, Fast Company, Mashable, VICE, Daily Mail, The Independent and USA Today with more than 2 billion media impressions.Hangar 1 Fog Point changed the way people in California think about fog: Instead of only looking at it as weather, many scientists continue to explore how fog can be used as an alternative and innovative water source that can help overcome this environmental challenge.
Campaign Description:
After months of research and by talking with environmentalists, local farmers, wineries (who were using dry-farming methods) and water conservancy organizations, the team found an amazing alternative for vodka production in a local Bay Area atmosphere icon: Fog. Through research it was discovered that each cubic meter of this misty substance can contain up to 0.5grams of H20.Which led to a groundbreaking question: Could Hangar 1 make vodka out of fog?
Synopsis:
Hangar 1 is a local Californian vodka brand (with a distillery based in Alameda CA) that had one main objective in 2016: Break through the saturated vodka market and gain national brand awareness by delivering a message of local crafting in its products and distillation processes. At the same time California experienced the biggest drought in its history, a huge problem that directly affects people, ecosystems and production lines at every level. That means vodka’s main ingredient (water) is in a very short supply (Hangar 1 uses 60% water, 40% alcohol and ingredients that need water to grow). Our Head Distiller, Caley Shoemaker, prides herself on her fresh and innovative approach to distilling, so she has been challenged not only to adapt the process of her product, but the issue has offered her an opportunity to work with local organizations to find a sustainable way for vodka production.
Strategy:
Hangar 1 Fog Point became the first vodka in the world made using fog-caught water, using a brilliant and sustainable way to capture the abundant fog that rolls iconically throughout the Bay Area.
Relevancy:
Hangar1 Fog Point is the first vodka ever made from San Francisco's fog, an adequate solution for California's drought and a unique way of launching a hyper-local brand that wanted to break through the saturated vodka market and gain national brand awareness.