Cheerwine is a soft drink legend in the South. It's literally mother's milk in its home state of North Carolina with an army of loyal fans around the country clamoring for distribution. When the family owned company called us to help them unlock the power of the brand and the passion of their followers; we couldn't wait to get started. We helped them proclaim their Southern roots, exploit the category benefits of trickiness and surprise, and build the internal courage to own their own Legend. We created a campaign filled with Legendary tales straight from the fans and a social/event/pr engagement model to harnesses their incredible energy.