Bitter End Bitters Comeback Campaign

About Project

Our client had not posted on Instagram for 18 months and new, professional photos were still a month out. What’s a social media manager to do? I knew I wanted to do more than just randomly appear on people’s feeds one day, with a boring Canva template, acting like everything was normal and touching on the fact that like the brand had just totally just abandoned the internet, or at least Instagram.
That weekend when I was trying to come up with a rollout and content strategy, I was watching Miss Congeniality for the umpteenth time, and The Citizen letter appeared. It gave me an idea. What if we had our own Citizen…no, even better, a Bitterzen.
I created a short series of comical notes that expressed disdain with the brands absence from Instagram, while also educating folks about the brand and different ways the product could be used.
I also made a movie poster post, partly due to the fact that the brand is based in New Mexico, which is also a budding film location, and because I just thought it was funny, and in my playbook, funny always prevails.
I wrapped up the series up with a final note from The Bitterzen, expressing relief that the brand was back on Instagram, with a subtle tone to not pull that again.
I didn’t have much to work with asset-wise, no photos, no fonts, no colors, and less-than-amazing product photos that I had to pull from the brand’s website- so I made it work with humor and simplicity, while sticking to the basics, which, to me, is storytelling and education.