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For this project, my group and I had to develop a comprehensive final campaign for the alcoholic beverage company Loverboy. We did this by trying to convince the desired target market that Loverboy is a drink for people who are up to date with current trends and Gen Z media. It’s a semi-high-end drink curated for customers who are trendy but cautious of their health and the ingredients they consume. We did this by conducting deliverables that were focused on Print Ads, TV Commercials, Instagram Posts, Threads Posts, OOH Ads, Guerrilla Marketing, Viral Video (TikTok), and Branded Product Placement.
About This Project
What?
Created a final campaign for the alcoholic beverage company. The company was Loverboy that launched in 2018. It is currently sold at store locations that inculde; Total Wine, Kroger, Whole Foods, DrinkLoverboy.com, etc. The consist in prices varying from $11.00 - $60.00 depending on fl avor and quantity. It main compaeators are twisted tea, high noon, and Devil’s Backbone Smash Spiked Seltzer
Who?
We targeted adults between the ages of 21 and 39 who report that cocktails are their drink of choice when it comes to making relationship decisions.
Big Idea
We wanted to inform the target audience that Loverboy is a drink for people who are up to date with current trends and Gen Z media. It’s a semi-high-end drink curated for customers who are trendy but cautious about their health and the ingredients they consume, while also offering unique flavors
My Campagin Portfolio
Print Ad
For the print ad portion of the campaign, my team and I developed a series of three print ads for Loverboy, each showcasing a different flavor through a distinct atmosphere and visual style. The Cosmopolitan, Espresso Martini, and Pineapple Hibiscus were placed in sophisticated, urban, and dreamy settings that reflected the personality of each drink.
A grainy film-inspired texture gave the campaign a modern, editorial feel, while the consistent use of two people sharing drinks emphasized Loverboy's focus on connection and social experiences. A heart-shaped water element tied the three ads together, creating a subtle visual metaphor for falling in love with the brand. Overall, the campaign combines product-focused imagery with lifestyle storytelling to create a cohesive and visually memorable identity for Loverboy.
TV Commerical
For the TV commercial, my team and I created a TV commercial concept for Loverboy that uses four flavors: the Cosmopolitan, Espresso Martini, Blueberry Lemon, and Pineapple Hibiscus to tell a visual story about connection and falling in love. Each flavor was paired with a setting that matched its personality, from a sophisticated rooftop to a playful arcade and a peaceful picnic.
We used seamless spinning transitions, atmospheric music, and a narrative voiceover to connect the scenes and build towards an emotional climax. The goal was to turn a simple product advertisement into an engaging story that highlights both the individuality of each flavor and the emotional experiences associated with Loverboy.
Concept Sketche
Social Media
For my team's and my social media, we decided to use Instagram and Threads. The reason why we chose Instagram was to focus on reaching a young, urban audience through visually engaging and interactive content. The campaign included posts, carousels, stories, a custom filter, and a reel, each designed around the theme of finding love in your 20s. High-quality photography, trendy language, romantic music, and interactive features helped make the brand feel current and relatable. Consistent use of the "Sip into Love" tagline, playful dating references, and calls to action created a cohesive campaign that connected Loverboy's flavors with socializing, dating, and memorable experiences.
As for your Threads campaign, we used the platform's text-focused format to give the brand a more personal and conversational voice. The posts centered on the feelings and experiences associated with Loverboy, showing that even simple moments, like cooking dinner at home, can become exciting and memorable. Loverboy's five branded colors added visual energy to the text - based ads, while playful copy, short introductions, and strong calls to action kept the campaign engaging. Overall, the Threads content helped build personality and create a sense of connection between the brand and its audience.
Out of Home Advertising
For my team and my Out of Home Advertising, we chose two concepts. The first one is a Loverboy billboard, which we centered around the concept of self-care, using a spa-inspired scene of a woman relaxing with a Loverboy in the bathtub. Bright yellow and purple create a strong visual impact, while the simple message, "Have a self-care sip," connects the brand to relaxation and self-love.
As for the second concept, we chose a transit ad for Loverboy; we chose a bus stop placement to reach both commuters and pedestrians in busy urban areas. The concept captures a relatable end-of-the-day moment at home, with Loverboy cans as the focal point. A warm yellow background, blurred setting, and grainy texture create an inviting, authentic feel that connects the brand to everyday relaxation.
Guerrilla Marketing
For my team and my Guerrilla Marketing, we created "Club Loverboy," a traveling pop-up bar designed to bring the Loverboy experience directly to its target audience in Los Angeles, Miami, New York, and Virginia Beach. Inspired by Loverboy's playful branding, the colorful tent features a neon bar and branded materials that encourage engagement, product awareness, and word-of-mouth. With an estimated $35,000 investment, the campaign offers an immersive and memorable way to build brand recognition.
Guerrilla Marketing Sketches
Viral Video
For our Viral Video, my team and I used TikTok as a popular "attack" style trend to grab attention and position Loverboy above its competitors. Using the viral Diary of a Wimpy Kid CapCut template, competitors are paired with intentionally bad singing, while Loverboy gets the standout "angelic" moment. The comedic buildup keeps viewers engaged while reinforcing Loverboy as the superior choice.
Brand Product Placement
For the Brand Product Placement portion of the campaign, my team and I chose New Girl because its young, urban, and social characters closely align with our target audience. Placing Loverboy into the iconic "True American" drinking game creates natural opportunities for both visual and verbal brand exposure while fitting seamlessly into the show's playful, social atmosphere
Created with Noelle Clark, Jacob Conda, Cisy Fang, Nick Lau , and Chloe O’Hallaron
Designed in Adobe Photoshop, Adobe Illustrator and Adobe InDesign, 2023