Periscope, a fully integrated creative agency with offices all over the world, has been named agency of record for Hairless Dog Brewing, the first “truly alcohol-free craft beer brand” made in the United States. As the demand for low-to-zero alcohol beverages grows by an expected 32 percent by 2022, Periscope will help the brand launch a number of new brews, including its signature IPA and Black Ale, and capture the attention of the “sober curious,” a term referring to people making more health-conscious choices free from alcohol.
As agency of record, Periscope will provide end-to-end creative solutions for Hairless Dog Brewing and be a leader in the overall shift for marketers within the adult beverage category.
“We are navigating uncharted territory with a one-of-a-kind product that is helping push forward a social movement. We needed more than an agency, we needed a true partner capable of paving a new way for product marketing,” said Hairless Dog Brewing CEO Jeff Hollander. “Periscope brings that to the table alongside world class integrated creative capabilities and a level of passion for our work that matches our own.”
“Hairless Dog is a cultural innovator and hungry to do things differently, just like Periscope,” said Periscope CEO Liz Ross. “We are excited to join forces and produce trailblazing creative work that authentically engages this growing audience demanding a different way to drink and a different kind of product.”
The integrated marketing effort, which will include brand strategy, brand creative, package design solutions, social media strategy and execution, website design and development and public relations, aims to accelerate the beer brand’s national growth. With messaging such as “Party Like There’s a Tomorrow” and “0.0% Regrets,” the goal is to capture the attention of people looking for a healthier alternative to alcoholic beverages.
“Our brand is uncompromising — uncompromising in life and social situations, and also uncompromising in quality and taste for people who, like us, are pursuing mindful wellness and are tired of NA beers with no flavor,” said Hairless Dog Cofounder Paul Pirner. “Periscope was the perfect choice as they are boundary pushers and will lead us down the best path rather than the easiest path for our brand as we expand nationally.”
Periscope Chief Creative Officer Peter Nicholson added, “With Hairless Dog, we will not just speak to people but to culture. This relationship is the start of something big, as we aim to impact not just the non-alcoholic category, but the beverage industry in general.”
Periscope and Hairless Dog Brewing will discuss upcoming campaign work onstage at Advertising Week New York on September 26 at 2 p.m. EDT, where they will also join Sober Curious thought leader and acclaimed author Ruby Warrington for a panel presentation, titled, “Meet the Sober Curious: Bursting the alcohol industry bubble.”