PROOF Hard Ice Cream | Web & Social
Alcohol and ice cream — need I say more? Creating the first-ever Hard Ice Cream with regulated levels of alcohol took a little crazy. And we have plenty of that. PROOF Hard Ice Cream combines top-shelf spirits with handcrafted ice cream, introducing a whole new level of indulgence to the world. With craft cocktail-inspired flavors and an ever-growing footprint, PROOF Hard Ice Cream’s mission is to bring just the right amount of wrong (5% Alc/Vol, actually) to freezers worldwide.
In a rush? Get an overview of my PROOF work from our website overhaul.
BRIEF
Target Audience
● 65% Female
● Age 25 - 49
● Trade College to Advanced Degree
● Household Income
● 14% $70 - $100K
● 23% $100 - $200K
● 6.5% $200K +
● 63% have children in household
Core Values
● Look and feel healthy
● Tries to eat healthy foods and pays attention to nutrition
● Lives active lifestyle and exercises weekly
● Social media is an important part of staying connected and getting advice
● Likes trying new drinks, foods and things no one else has and then sharing this with her friend group
● Family/friends are important and enjoys entertaining them in her home
Tension & Frustrations
● Struggles with work-life balance
● Concerned about pollution and environmental actions of companies
● Keeping up with friends and finding ‘me time’ is difficult and frustrating
● Needs to disconnect and take a break from digital world - even keeps her from getting enough sleep
● Conformity and lack of freedom makes her uncomfortable
● Being a working Mom is challenging but also very rewarding for her
Website Overhaul & eCom Addition
PICTURED
Starting with a creative audit of the current site, I helped plan and produce an in-house shoot, content layouts, and copywriting for the entirety of the site.
Organic Social Spring Campaign
PICTURED
Winter was… something. But spring is here! It’s time to defrost and go a little bit… overboard. PROOF Hard Ice Cream is a hard twist on a warm weather staple, making it a perfect spring fling (especially when compared to your ex). We’re a little sweet, a little provocative, and damn good-looking.
Chocolate Cherry Manhattan. Deep, rich chocolate, bits of cherry as spontaneous as your night, and an opportunity to show off that party trick. #NationalBourbonDay
New York Cheesecake Martini. Sweet vanilla bean, rich and creamy cheesecake, and a flirtatious finish. 🍨 🍰
Strawberry Daiquiri Spritz 🍓 Silky strawberries, a bite of lime, and that unmistakable fuzzy feeling. #PROOFHardIceCream #StrawberryDaiquiri #StrawberryIceCream
When your parents said “Nothing good happens after midnight” they didn’t have PROOF.
Don’t forget protection… We’re talking about napkins. What were you thinking?