The flavored lager market was becoming increasingly crowded. Micro Peach needed to stand apart while still feeling connected to the established Minnesota Gold Micro family.
Third Street needed more than an announcement. It needed a memorable campaign idea that would give the new beer a personality, appeal to younger drinkers, and carry consistently across digital advertising, social media, the Taproom, retail locations, and sampling events.
Micro Peach had several strong selling points, including its light, refreshing flavor, low-carb and low-calorie profile, and use of all-natural flavors and sweetener. But product attributes alone would not create the kind of attention needed for a successful seasonal launch.
The opportunity was to transform those benefits into a bold, playful campaign that felt fresh for Third Street and perfectly timed for summer.
Moxie developed “Hello Sweet Cheeks,” a playful campaign concept built around the personality of the peach itself. The tagline immediately grabbed attention, introduced the product with a wink, and gave the entire campaign a youthful, confident voice.
Supporting messages highlighted the product’s low-carb, low-calorie profile and its use of all- natural flavors and sweetener, giving customers compelling reasons to try it beyond the flavor alone.
Leveraging the familiarity and popularity of the peach emoji, we illustrated a custom peach character and brought it to life through playful catchphrases and hand-drawn accents.
A funky retro type treatment, vibrant peach- centered color palette, and bold graphic style gave the campaign a distinctive look that felt energetic, approachable, and unmistakably summery.
Moxie carried the campaign across digital billboards, landing pages, social media, posters, coasters, and stickers. Each element worked together to build recognition and reinforce the fun, engaging personality of Micro Peach.
Colorful sticker designs were created for customers visiting the taproom and attending sampling events, turning the campaign artwork into something people could take with them, share, and remember.
Micro Peach entered the market with more than a new flavor. It had a complete campaign personality designed to attract attention and create immediate recognition.
By pairing strategic product messaging with an unexpected creative concept, Moxie helped Third Street Brewhouse turn a seasonal launch into a memorable brand moment. The result was a campaign that felt as light, lively, and refreshing as the beer itself.
