ByeJoe is a premium baijiu brand. The brief: launch in the US with no existing category awareness for the spirit type. Earned attention had to do most of the heavy lifting.
ByeJoe.
PR-led launch for a premium spirit entering a category most US buyers had never heard of.
300+
Bar placements
Brand identity and positioning for an American audience. Earned media strategy across lifestyle and trade press. Influencer and bar partnership program. Trade press placements that established category credibility.
Category established. 300+ bar placements. 12M+ social reach.
- 300+ bar placements
- 12M+ social reach
- New category established in US market