Challenge:
Take a new microbrew and make it stand out in a highly fragmented and competitive category.

Solution:
Rhino Chasers is an interesting study in brand building exercise. As sales began to grow, GO recognized that, among the plethora of craft beers, few brands stood out, and craft brewers focused on the beer making, not the marketing.

To stand out from the highly competitive and fragmented category, Rhino Chasers implemented a strategy to use creative guerrilla marketing to draw attention to the brand, while at the same time not compromising on product excellence.

The brand building efforts began with a standout name, "Rhino Chasers", and an interesting story (named after big wave riders - the Rhino Chasers use the "Rhino Gun" to chase the biggest waves"). The company produced high impact and creative graphics and advertising, from the packaging to the six-pack truck, to engaging commercials and sales materials. To help garner public relations, the company contributed a portion of its proceeds to the African Wildlife Foundation.

GO negotiated an agreement and opened a Rhino Chasers brewpub at terminal one, the busiest terminal at Los Angeles Airport.

With heavy emphasis on creative marketing, product quality was not the least bit compromised. Two of the world's finest brewmasters came on board to create a line up of world-class lagers and ales.

As a result of these efforts, a separate company, The William and Scott Company, was created which raised over 7.5 million in investment and venture capital. The company went on to grow to number twelve among a field of over 500 competitors. The craft beers won over sixteen national and international awards.