Bird&Co developed a relaunch campaign for Lone River, featuring a bold new look that redefined the brand’s modern Western essence, reaffirming Lone River as the original Ranch Water pioneer. Through authentic storytelling and dynamic content, we celebrated the adventurous spirit of West Texas, resonating with audiences nationwide.
Background
Lone River Ranch Water, the pioneer of the Ranch Water category, faced challenges maintaining its market position amidst a flood of tequila-soda-inspired hard seltzers. As the authentic original innovator of this refreshing West Texas-inspired beverage, the brand faced challenges with brand misattribution from a focus on product over brand, leading to waning visibility and recognition.
Challenge
To reestablish Lone River as the leader of the Ranch Water category by highlighting its authentic roots while expanding its appeal to a broader audience.
Bird&Co was tasked with creating lifestyle content and paid media strategies to showcase the product’s unique benefits and genuine Western lifestyle. The campaign aimed to refresh the brand to be more inclusive, lively, and engaging, reinforcing Lone River’s leadership.
Execution
The campaign centered around a ‘48-hour adventure’ in Far West Texas, utilizing local talent and a production team adept at capturing the region’s unique landscapes. This approach emphasized real, rugged adventures, shifting away from conventional hard seltzer visuals to highlight Lone River’s unique heritage and authenticity.
Credits
Client, Diageo North America
Photographer Travis Hallmark,
Videographer Tyler McCain,
Producer Emily Visson.
