Nice Packs Don’t Sell Themselves
Great packaging is a crucial starting point – but without awareness, engagement and reach, even the best bottle gathers dust. That’s why MurLarkey committed to investing in media and communications to support the brand’s next chapter. This wasn’t a “launch and forget” exercise. It was a deliberate effort to build visibility, trial, and adoption.
Together with the creative agency Joy Riot, we set out to develop the H2 2025 campaign. The brief? Build brand awareness across Virginia, drive trial at ABC stores, encourage visits to the Mansaasa Campus and stay true to the brand’s positioning: Crafting Joy.
The Big Creative Idea
Joy Riot delivered something beautiful in its simplicity: “Opposites unite !”
The campaign features illustrated “odd couples” locked in a MurLarkey-style crest: a cop and a robber, an alien and an astronaut, Goliath and David, Cat and Mouse, even a Republican and a Democrat – (!)smiling, raising a glass. It’s witty, visually striking, and endlessly adaptable.
It dramatises the core truth: whatever your story, what unites us is strong that what sets us appart. The call to action “All together now” ties it all together—an inclusive rallying cry that transcends category, demographic, or moment. I have seen tons of campaigns in my life, but when you start smiling at the visual and your brain tick all the boxes on positioning and branding, you know you’re onto someting gooood.
Smarter Media, Not Just Louder
Creative is only half the story. The media plan had to be sharp. With Joy Riot’s help, we developed a high-frequency campaign focused on:
- Local penetration in the top-performing ZIP codes
- OOH and digital placements near ABC stores
- Smart product sequencing and coordination with Social Media
This is where Virginia’s ABC system becomes an advantage: we get sell-out data by store, which means we can track, target, and optimize. This is geomarketing in action. You have data ? Dont’t seat on it, use it !
A Model for the Future
What is exciting is that this isn’t just a one-off push. This is a learning loop. With each wave, we can refine the creative, the targeting, and the pressure. We’re also bridging this media effort with other channels—events, DTC, on-premise—and tracking footfall at the new Manassas brand home.
In a world of noise, MurLarkey is proving that with the right positioning, beautiful storytelling, and smart targeting, a regional brand can play big. And when you craft joy—and track it—it multiplies. [email protected]