Portland Mule | Product Launch Campaign

Portland Mule Brand Launch Campaign

Campaign Development, Copywriting, Content Production, Illustrations, Experiential Marketing

Project Overview

Seeing the rising trend in canned cocktails, Eastside Distilling decided to jump into the mix with The Portland Mule—a classic cocktail made with Portland Potato Vodka, fresh lime, and a craft spicy ginger syrup.

In the Spirits industry, getting "sips to lips" is the best way to make a sale. It's simple: if it tastes good, people will buy it. For Portland Mule, it wasn't enough to just tell people that it was the perfect ready-to-drink cocktail for their backyard bbq or camping adventure. We had to create opportunities for people to try it for themselves.

My Contributions

I worked with Eastside Distilling to develop a launch campaign for the Portland Mule to introduce this new canned cocktail to the Portland market and spread awareness heading into the peak months of outdoor activity.
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I helped organize a series of Portland Mule "pool parties" on some of our favorite patios and rooftops around Portland, and created a guide to Summer activities that pair well with a canned cocktail. These events gave Eastside Distilling direct access to hundreds of Portlanders wanting to take full advantage of the beautiful Oregon summer months.

Eastside Distilling

Digital Marketing Director

October 2017 - November 2018

Marketing Consultant

November 2018 - July 2019

Defining A Lifestyle

For a brand like Portland Mule, lifestyle is everything. Further building on the brand website I helped create that paints the Portland Mule as the perfect outdoor adventure cocktail, I led the development of an in-person activation campaign that gave people a taste of the Portland Mule lifestyle.

Inflatable kiddie pools, colorful lawn chairs, local DJs, and liquid sunshine! These ingredients made the Portland Mule patio parties a success with Portlanders on both sides of the bar. Bartenders could test out the product and see how well it could perform on a menu. At the same time, Portlanders could try it out for themselves and imagine bringing it along to their next sun-soaked adventure.

A Guide To Summer Fun

To honor The Portland Mule's first summer in the Rose City and keep the party going beyond the patio, I created the 2019 Portland Mule Summer Guide. Together with the Eastside Distilling team, we picked 12 of our favorite Portland-based activities to feature in the guide. I then led the creation of a newspaper version of the guide that could easily slip into a tote bag along with a 4-pack.

I turned this guide into an interactive map guide for the Portland Mule website.

A Lasting Brand Impression