Welch’s ventured into new territory with “Welch’s Energy,” a beverage unlike anything the company had ever created. We were tasked with building relevancy among urban, multicultural consumers. To achieve this, we cultivated a cult following on Instagram and Facebook by fostering relationships with rappers, professional athletes, and musicians.

Our content focused on iconic, culturally relevant themes, positioning Welch’s Energy as an authentic presence within the community. Social media conversations and engagement were led by our account managers who lived in these communities and were integral parts of the cultural fabric. Event activations were strategically planned to integrate with iconic community moments in sports, music, and art, serving as content-generating engines for our social channels.