A National Treasure: Cheerwine

Cheerwine, founded in 1917, is a family-owned soda that has survived the test of time. Labelled a Legend of the South by super-fans of all ages, that label was subsequently adopted by the brand.

Cheerwine spent 100 years refining its taste, perfecting its recipe, and building its brand, but has never fallen victim to the soft drink sins of “chasing the cool.” As an independent company in a world of corporations, Cheerwine was finally ready to set the brand free and move into all 50 states. So we built a movement to share Cheerwine with as many people as possible.

Our team spent months developing National Treasure, a campaign platform that puts Cheerwine in the driver's seat to spread cheer nationwide, adopt new tasters, and truly resonate amongst a growing millennial consumer base. We created a self-appointed brand guardian and living representation of Cheerwine's mission and values, not only to spread the brand's mantra, but to physically act as the face for the legendary soda accompanied by a combination of field-marketing, social, digital, video and packaging tactics.

Concept and Copy: Thom Williams, Noah Blinder, and Matt Benjamin

Art Direction: Josh Souter

Creative Director: Thom Williams

Project Management: Chris Bowerbank