Shock top 2017 Social

Along with the new design of Shock Top bottles came a relaunch of their social campaigns to complement the new anthem spot for 2017. We took to Instagram, Facebook and Snapchat to promote Shock Top’s newly designed bottles in a variety of their fruity flavors.



Client: Anheuser-Busch
Brand: Shock Top
Agency: Deutsch NY

Chief Creative Officer: Dan Kelleher
Executive Creative Director: Menno Kluin
Creative Director: Sam Shepherd
Creative Director: Frank Cartagena
Art Director: Rachel McEuen
Copywriter: Dean Coots
EVP, Head of Integrated Production: Joe Calabrese
SVP, Head of Art & Print Production: Sarah Manna
Producers: Marieme Sall, John Hathaway
Photographers: Brook Pifer, Heather Black
DP & Director: Abe Spear
Prop Stylist: Kelsey Brewer
Food Stylist: Melina Hammer
Post-Production: Steelhead NY
Executive Producer: Jeff Morgan
Post-Producers: Francess Tom-Sahr, Samantha Addy
Editor: Matt Mullen
Executive Producer, Print: Jeanette Luis
Retouchers: Alice Mazorra, Chelsea Peterson



  • The Filter performed extremely well, with impressions over delivering by 183%, reaching 18.3M users and was 3x cheaper than anticipated.

  • It was also the first ABI National creative tool to utilize day-parting, where we took advantage of having more than one creative and rotating it accordingly throughout the day. This technique helped drive a 8.18% conversion rate. (National filters typically see a 4% - 6% conversion rate on average)

  • Shock Top surpassed that average by more than 2xThe top performing creative in terms of impressions was the evening creative, which garnered more than 12.2MM views! And a total of 18Mimpressions. A close second was the Morning creative which garnered 7MM views and a total of 10.5MM impressions

  • Unique swipe time across all creatives was 7.63sec 

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