Our Work
PAR5
Equity partnership covering brand positioning, creative direction, content production, paid media, and cross-border launch support.
Project Overview
Primary challenge
Launching a premium hard seltzer into the most saturated category in North American beverage. The boom is over, shelf space is contested, consumers default to the top three brands, and everyone else fights on price. PAR5 arrived with a genuinely differentiated code – golf, patience, the long game – and premium credentials at 96 calories, zero sugar, gluten-free and all-natural. What it needed was for that code to do the work a nine-figure media budget does for the incumbents. Then do it twice: a US launch in December 2024, followed by Canadian expansion in spring 2025.
The Outcome
A Category Entry That Never Competed on Price
Content Strategy
A content system built on a single strategic bet: own an occasion, not a category. Every asset reinforces where and why PAR5 gets opened.
OWNING THE OCCASION, NOT THE CATEGORY
Anchored all creative in the golf world – the round, the turn, the nineteenth hole, the long game – giving the brand a territory no other seltzer had claimed and an infinite, seasonal content calendar.
PREMIUM CREDENTIALS AS PROOF, NOT PITCH
Carried 96 calories, zero sugar, gluten-free and all-natural as reassurance inside premium lifestyle creative, so the product specs close the sale without ever leading it.
CROSS-BORDER LAUNCH CONTENT SYSTEM
Built one creative system with market-specific executions, allowing the US launch and the Canadian expansion to run from a shared library without either market feeling borrowed.