01 / The signal
A high-NPS product was growing in retail without a mature demand engine.
The brand had strong product advocacy, but digital acquisition and top-of-funnel infrastructure were not keeping pace with distribution.
Best Day Brewing · Results in 180 days
A braver creative thesis opened a much larger market.
The challenge was creating measurable demand beyond the customers already shopping for non-alcoholic beer.
The reframed problem
Best Day did not need to compete harder for the existing non-alcoholic beer customer. It needed to make the category relevant to millions of new people.
Inside the investigation
The story changed as the evidence connected.
02 / The diagnosis
Every competitor was chasing the same category-aware customer.
The more valuable opportunity lived outside the conventional non-alcoholic beer audience—in culture, occasions, and motivations the category was not addressing.
03 / The move
Turn a human tension into a measurable creative bet.
MOST helped develop and launch “Sober Sex” in 21 days, using a provocative but relevant idea to connect the product to a broader cultural conversation.
04 / The proof
A $15,000 experiment created outsized reach and commercial momentum.
The work entered the Super Bowl and Oscars conversation, earned a Webby nomination, generated more than $3 million in trackable revenue, and expanded the potential audience by 10 million customers.
What changed
The evidence moved. So did the business.
0
trackable revenue from the experiment
0
additional potential customers
0
days from idea to launch
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initial creative investment
The breakthrough was not simply a viral campaign. It was evidence that the brand could create demand far beyond the customers already shopping the category.
From the team
“MOST brings fresh thinking, repeatable results, and a level of creative bravery that is increasingly rare in today’s risk-averse marketing world.”
Todd Karnig · Chief Commercial Officer, Best Day Brewing