Fresh Perspectives

Immortality w/ Good Robot Brewing Co.

As the COVID-19 pandemic dragged on, we started to notice pockets of anti-Asian racism. We responded by working with Good Robot Brewing Company to design the Asian-inspired craft beer Immortality. We invited the young Asian community to the Good Robot patio where two communities talked over beer. 

Friends were made.

This product made it to the racks of The Port by NSLC, over 4000 cans sold out within 2 months.

 

Design

From the flavour discussion, and package design, all the way to commercial production, our design is embedded in every step of the way.

Production

We are incredibly excited about our seltzer. From day one of its’ launching, we have been putting works into generating leads and sales of this product

Community

We helped amplify the sound of the Atlantic Asian community, by branding with this diverse and welcoming Nova Scotia local business.

 
 
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Needs

What’s our goal?

Develop a community project to address Asian racism in the community. Differo and Good Robot Brewing Company put their heads together and came up with an Asian-influenced beer. Immortality is a peach seltzer that is sold at the bar and at the NSLC marquee location The Port. The idea was to create a beer that would bring two cultures together and welcome the Asian community into a Nova Scotia taproom.  

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What we did

Our next steps

Good Robot wanted to make members of the Halifax Asian community feel welcome in their tap house.

In collaboration with Differo Inc., a special tasting event was organized in the beer garden of Good Robot.  The brewers listened to the feedback from Asian tasters: they didn’t care for bitter beers and IPAs. With that, Good Robot and Differo worked together to design the milder, sweeter peach seltzer drink.

It was tested on Asian testers and it was a hit. Immortality is based on the story of  The Monkey King, a legendary mythical figure 16th-century Chinese novel Journey to the West. The monkey was the guardian to the heaven garden where the Peaches of Immortality were grown. The Monkey secretly ate the peaches and gained the power of immortality. DRINK THIS, and you will be immortal like Monkey King.

 
 

We believe in the power of digital content

From flavour, to logo, package and design.

Differo designed Immortality flavour, logo, package and design. The flavour combines peaches and yuzu which was presented and the style of seltzer, which provides a less bitter taste, instead of a more refreshing and crisp texture.

The pink can contained a short caption telling the story of Immortality. Differo used videography and photography to document canning day, the Immortality launch event and product photography.

A commercial video was produced to promote immortality. There was also a video episode produced for the Chinese media video channel Halitube Differo also invited members of the Asian community and Asian influencers to the official launch which was a celebration at the Good Robot beer garden.

Participants recorded and shared content on their phones. Differo then created a social media campaign to promote Immortality across its channels. There was also a media campaign launched. The story of a beer that brought two communities together in a pandemic.

 

It’s all about the community.

The Launching Event

On the launching day of Immortality, we not only launched this unique seltzer to the Halifax community but also hosted a free event at the brewery.

In the event, we have invited several Asian influencers from the community to take a tour of the brewery as an insider. Later, any attendees who arrive for the event are invited to participate in particular curated games, along with a free complimentary Immortality Seltzer.

Drinking beer from a plastic bag is a very classic way to drink in the biggest beer city in China, Qingdao.

To re-create this experience for participants, Halitube and Good Robot Brewing Co. have applied for special permission from the Alcohol, Gaming, Fuel & Tobacco Department of Nova Scotia.

On the event day, we served the Immortality not only by classic cans and on-tap glasses, but we also serve customers bags of Immortality, right from the tap. Then the customers could pour the seltzer into their cheerful glasses.

2022 Asian Heritage Month

May is Asian Heritage Month in Canada, it’s a time of the year to acknowledge, recognize and learn more about Asian contributions, cultures and heritage.

On May 18th, 2022, we hosted an Asian Movie Marathon event in the Good Robot Brewery.

All guests will get a can of Immortality seltzer upon arrival. We have played 3 Asian movies in this event, from Japan, India, and China, which are The Secret World of Arrietty, Mary Kom, and Kungfu Hustle.

During the intermission of every movie, our partner Creative Lime has prepared several games for our guests to relax and experience Asian culture, such as experiencing chopstick usage.

 
 

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The Result

How did we do?

Immortality was sold on tap at the Good Robot Brewing and listed at the Nova Scotia Liquor Corporation’s marquee location The Port.

Immortality was so popular with Asian and non-Asian drinkers, that a second batch was brewed.

It was featured in the Hook ‘em and Cook ‘em seafood festival in the autumn of 2021. Best of all, friendships were made across two communities in a local Halifax taproom over beer.  

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Less people.
Big impacts.

 
 
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