Boo’s Booze: Building a Playful RTD Brand in a Moment of Isolation
Context
At the start of the Covid-19 pandemic, on-premise businesses faced disruption while demand surged for ready-to-drink beverages and at-home social rituals, creating an opportunity to repurpose production capacity.
Situation
The challenge was launching a new bottled alcoholic beverage that could cut through isolation fatigue, stand out in a crowded RTD category, and resonate with a younger audience seeking fun and quality.
Constraints
Timelines were compressed, in-person testing was limited, and the product needed to be packaging-ready quickly while working within existing production realities.
Decisions
We chose to lead with personality and emotional connection, centering the brand around companionship and playfulness rather than functional or category-typical messaging.
Execution
CROWN developed the Boo’s Booze name and brand concept, explored multiple creative directions, designed bold, playful packaging, crafted flavor names, and extended the brand into experiential activation concepts.
Outcome
Boo’s Booze launched rapidly during the pandemic, stood out on shelf, and became both a product and a mood at a time when connection mattered most.
Learning
In moments of disruption, clarity, personality, and speed can create resonance that outperforms scale.