MadTree Brewing: Cheers to a Better Community.
Science Case Study
MadTree Brewing makes many delicious beers — enough to fill 20 different taps at any time. But one is particularly special: Let’s Grow Local Honey Wheat.
Rooted in Purpose
Let’s Grow Local Honey Wheat is made from local ingredients: grains sourced from Ohio and wildflower honey from Carriage House Farm, just a few miles away.
This beer is appealing because it supports MadTree’s core cause: planting trees, especially in local neighborhoods severely lacking tree canopy coverage.
The Meaning Behind the Madness
A key part of MadTree’s brand story is the “madness” that goes into experimenting with different flavors and ingredients. It also takes a little madness to believe that beer can make our community greener – and better. We found this overlap a natural place to create a compelling product story for Let’s Grow Local beer.
Upstream 360’s Signature Science Story
Product communication begins with a foundational element that bridges the scientific smarts of R&D and the narrative power of marketing. We call it the “Signature Science Story.” Broken down, each word has an important meaning.
Signature
Unique and fundamental to the product.
Science
Based on the product’s special formulation and ingredients.
Story
Narrative to create an emotional connection with the consumer.
Our Signature Science Story for Let’s Grow Local Honey Wheat boils down to What comes from the community is poured back into the community. We depict local ingredients going in, fermenting, and ultimately seeding trees that improve local neighborhoods.
More Sponsors. More Customers. More Trees.
The video was used to secure more corporate sponsors for MadTree’s tree-planting program, expanding the reach and impact of their efforts. Shorter versions of the video were used on MadTree’s website, social channels and by their partners to encourage people to enjoy Let’s Grow Local Honey Wheat, helping make our community greener and better, one pour at a time. MadTree plants and donates over 5,000 trees locally per year.
More Sponsors. More Customers. More Trees.
The video was used to secure more corporate sponsors for MadTree’s tree-planting program, expanding the reach and impact of their efforts. Shorter versions of the video were used on MadTree’s website, social channels and by their partners to encourage people to enjoy Let’s Grow Local Honey Wheat, helping make our community greener and better, one pour at a time. MadTree plants and donates over 5,000 trees locally per year.
Let Upstream 360 help build your story. Send us a message today to start the journey to find your product’s 3-Second WOW.