“As with many companies, Phoenix Group is frequently approached by other businesses, clients and charities for prizes, donations and gifts. The market is inundated with golf balls, golf shirts, mugs and hats. Phoenix Group was looking for a unique gift that would reinforce its brand of fun and creativity.
Intended Audiences: Clients, charities, potential clients and partners. Our clients are marketing savvy. Many are communications professionals and they have warehouses filled with logoed novelty items. They have likely seen it all, ordered it all and given it all away. They are a difficult audience to surprise.
Creative Rationale: We wanted to create a gift that people would desire and that could help deliver our message of creativity and fun. We also wanted to show our clients that we support our clients. One of our clients, Big Rock beer, can produce private label beer for restaurants. We approached them to create our own private label beer. While they were happy to oblige, the minimum quantity required was quite high. However, the more the idea was discussed, the more appealing it became. The beer label provided a perfect opportunity to deliver the message of fresh brewed ideas. We named the beer Burning Bird – a fun play on the Phoenix, our namesake.
Results: Burning Bird is in its third run. Each year the product is completely consumed. For the past two years we have doubled re-ordered in order to meet demand. Charities report that the beer (which we package by the dozen) frequently sells for $75 at silent auctions, proof of its appeal and perceived value.”
