AGENCY: For Good and Company
CLIENT: Easy Rider Whisky (Hood River Distillery)
ROLE: Director of Strategy and Communications
Easy Rider whiskey was relaunching, and we were tasked with finding a launch approach for social to engage their core audience. Bikers.
A dig into existing sales data saw the highest volume of sales was happening at destination bars. The last stop on a road trip. This aligned with what we knew about moto culture, but what we also knew—the moto crowd doesn’t like being advertised to. They are experience-seekers swayed by word of mouth, not marketing. Our brand launch strategy stemmed directly from that insight.
To authentically build culture and community for Easy Rider, we turned over the keys to the riders themselves.
Partnering with creators within the moto world, we let them bring the brand to their people, turning Easy Rider into a rallying cry and a staple for every adventure.
