THE DROP

The Drop is a bold, high-ABV canned cocktail, inspired by the classic lemon drop shot, created by industry powerhouse, Constellation Brands.

This project encompasses brand-world building and go-to-market strategies for a new-to-world consumer beverage.

MY ROLE

brand development • art and photo direction • design

The Brief

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The Brief *

  • In the initial round of creative exploration, the team conceptualized three distinct visual territories, each anchored in The Drop’s strategic north star and target demo.

    From there, we developed the brand persona, refined positioning, and deepened the visual identity—answering foundational questions such as: What does The Drop stand for? Where does it show up? And what falls in or out for this brand?

    Building on that foundation, we created two go-to-market campaign concepts for stimulus testing, skewed toward in-store touchpoints, while also identifying tentpole moments for social and PR in Year 1, including ways to authentically weave music into the brand’s ethos.

  • We then strategized a go-to-market launch plan across three test markets, gathering intel on local partners, festivals, and upcoming flagship events — mapping the launch phases over a 12-month calendar.

    To support this rollout, we designed a full suite of assets, including POS materials and a holistic mix of web, social, PR, influencer, retail displays, OOH, merch, and other retail / distributor “hype” tactics.

Concept 01

Retro Remix

The Drop finds inspiration in things of the past — just like our Gen Z “Real Ones”. That’s why we’ve gone back in time to revive the delicious and refreshing lemon drop shot, now with our own modern twist. 

The idea of a remix holds respect for what was, while bringing something new and fresh to the table — perfect for the present moment.

The Drop is just that — it’s the ready-to-drink cocktail version of your favorite past time shot, made with real cane sugar and natural flavors, because hello: 2023. But just like it did in 1970 when it was first crafted, the lemon drop provides an easy-sipping, great-tasting option for anyone (LDA), anytime. 

Just like a Retro Remix of your favorite hit, it’s an instant crowd pleaser — the familiar sensory experience that takes you back in time, and makes you feel at ease once again. 

Introducing The Drop: our twist on a fan-favorite shot.

Mood Board

Mood Board

Key Visuals

Key Visuals

Billboard

Billboard

Wildposting

Wildposting

Concept 02

Spirit of the DJ

The role of the DJ is singular, yet essential: feel out the vibe, and enhance the moment however you see fit.

Enhancing the moment is what The Drop does best. We’re a delicious canned cocktail that’s tangy yet sweet, crisp and refreshing, and down to get down. 

That’s why we have a passion for music — EDM, in particular.

Because just like The Drop, there’s something for everybody in EDM. It crosses genres, remixing old classics to create something fresh and new, and is driven not by who you are or what you look like, but the energy in the room. A Drop in hand means riding the sound waves as they bounce from wall to wall, entranced in a moment, with friends and strangers alike.

With music as our guiding light, The Drop is here to connect you to your people, creating a magnetic atmosphere and a palpable sense of belonging. Peak but present, rocking to the rhythm, sonically sipping, and entirely, uniquely you.

Introducing: The Lemon Drop Remix — the cocktail for all.

Mood Board

Mood Board

Key Visuals

Key Visuals

Billboard

Billboard

Wildposting

Wildposting

Concept 03

Let Your Lemon Drop

We get it: Life can be bleak.

But at The Drop, we believe the best way to fight existential dread is to grab life by the lemons, and be the bright side everyone needs.

We’re the no-nonsense, all-nonsense, crowd-favorite that’s naturally sweet, deliciously real, and doesn’t take itself too seriously. In fact, we’re perfect so you don’t have to be! 😚

So grab a Drop and let all that negativity wash away, digging into the present moment with the people and things you enjoy.

Be free, have fun — turn up, turn down — loosen up, or let loose. The Drop is the perfect cocktail for just about any setting, helping you achieve your peak but present mindset, however you like to.

Because hey, it’s your lemon, and we don’t care how you drop it. We just care that you do.

So, go live life your way – and remember: life’s not that serious.

Let Your Lemon Drop.

Mood Board

Mood Board

Key Visuals

Key Visuals

Billboard

Billboard

Wildposting

Wildposting

Selected Concept

Let Your Lemon Drop

Launch Activations

  • Bright, carefree POS / trade materials, which introduced consumers to our take on the classic lemon drop cocktail. 

  • Tasting experiences that made consumers smile, and delivered on the brand’s passion for music.

  • A spirited day with The Drop, where consumers let loose, drinks flowed freely, and music set the perfect backdrop.

  • Pop up-style bucket drummers appeared in high-foot-traffic areas, cultivating spontaneous fun. 

  • A brand mascot with a personality that embodies our passion points and gives consumers something to rally behind—quickly earning a cult-like following.

  • Point of Sales

  • Sampling

  • On-Premise

  • Bucket Drummers

  • Lemmy

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