Launching a Celebrity Craft Beer Collaboration
We were so excited to be involved in the first celebrity beer collaboration between BuzzRock Brewing Co. and L.A. Dodger pitcher Clayton Kershaw. This partnership gave birth to Kershaw’s Wicked Curve, a smooth, full bodied, wheat ale brewed with fresh grapefruit. We had the great honor of designing the craft beer can art, as well as all the launch collateral.
Clayton has played 13 seasons in the major leagues since he debuted in 2008. He is an eight-time All-Star, three-time National League Cy Young Award winner, and the 2014 NL Most Valuable Player.
To further the philanthropic work he started with his wife Ellen, his charity Kershaw’s Challenge would become the sole beneficiary of all royalties from the sale of the beer.
Kershaw’s Challenge mission is to serve vulnerable and at-risk children living in Los Angeles, Dallas, Zambia and the Dominican Republic. They wanted to partner with and work alongside organizations to make life better for children. Visit Kershawschallenge.com for more information.
The Challenge
Our first challenge was to come up with a killer name for the beer. Craft beer names have taken on a life of their own, with one being more creative than the next. We brainstormed a long list of baseball terms, as well as attributes related specifically to Clayton. Our goal was to make sure the brand was personal. By focusing on Clayton’s legendary curveball, we landed on the name Wicked Curve. It was definitely a winner!
The next challenge was the craft beer can art. How do we stay true to Clayton’s deep Dodger baseball roots, without violating any of their official marks?
Our solution was to give a nod to the team through the coloring of the can, along with a photo-realistic illustration that included a generic version of Claytons uniform with the famous number 22 on his cap.
The highlight of the can illustration is the curve ball itself. Clayton’s famous left-handed pitch that curves from right to left is most prominent. But the baseball morphing into a grapefruit was designed to represent the surprise citrus taste you will enjoy.
These creative concepts could not have been fully realized without the amazing talent of illustrator David Harrington. His photorealistic style allowed us to really push the boundaries of our ideas. He truly can deliver whatever we throw at him – even turning a baseball into a grapefruit.
Results
Timing is everything! With the uncertainty of 2020 season, it’s remarkable that we could launch just in time for October baseball. Fans will be able to pick up four packs of tall stadium cans at Gelson’s Markets. Kershaw’s Wicked Curve will be available on draft at Rock & Brews restaurant locations throughout Southern California, and at Rock’n Fish, The Strand House restaurant and BrewCo in Manhattan Beach.
We are grateful to BuzzRock Brewing Co. and the Kershaw’s for the opportunity to work on such a passion project.
With Clayton’s personal and philanthropic track record, we have no doubts that Kershaw’s Wicked Curve will hit one out of the park.
