seltzer gardens
THE SITUATION
helping press hold its ground in the seltzer space
PRESS, a challenger brand in the hard seltzer market, struggled to maintain shelf space at major retailers like Target as the category grew post-Covid. Despite strong brand loyalty, PRESS lacked the financial backing of larger competitors like Molson Coors and Anheuser-Busch InBev. The brand needed a way to boost visibility and secure its place on the shelf while proving its worth to retail buyers.
THE IMPACT
The “Seltzer Gardens” campaign helped PRESS retain national Target distribution and successfully launch a new variety pack, reinforcing its presence on shelves. The brand achieved its highest-ever website traffic on launch day and delivered a $0.39 CPM, well below industry benchmarks. With 263 earned media placements and more than 409 million impressions, the campaign secured top-tier coverage in outlets including OK! Magazine, House Beautiful, Yahoo!, and Men’s Health, proving PRESS could compete, and win, without big-budget backing.
THE SOLUTION
Spool repositioned PRESS as a key player in stylish home gatherings, leveraging the brand’s lifestyle elements. Partnering with tastemaker Emily Henderson, known for her work with Target, we launched the “Seltzer Gardens” campaign. The campaign paired PRESS with Target’s seasonal home line to create aspirational backyard hosting moments, positioning PRESS as an essential part of stylish entertaining.
263 earned media placements and 409m+ impressions
helped retain national target distribution & launch new variety pack
highest ever traffic to the website