Flight 55
As the official “lightest” beer in the world, checking in at mere 55 calories, Select 55 tapped Switch to create a field marketing program that generated brand awareness in an ever-cluttered marketplace.
Playing off the product attributes and brand strategy, Switch created Flight 55, an iconic and highly visible brand experience providing the A-B wholesaler system a turn-key solution to drive relevance and sales in Select markets.
The program consisted of two separate balloons, one a 15-story tall bottle-shaped balloon, the other a 7-story tall teardrop balloon. At each event, Select 55 was sampled and the balloons executed tethered “flyaways” for consumers, retailers and members of the media. A promotional overlay extended the program online as consumers entered for a chance to win “The Lightest Trip in the World” – a five night stay on Hawaii’s big island in conjunction with The Taste of Kapolei.
