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CASE STUDY:
A Social Identity for 1983 Espresso Martini Built for Instagram & TikTok

Meet 1983: the creamy espresso martini made for nights out, nights in, and everything in between. PUBLiSH Partners built a launch-ready Instagram and TikTok strategy to bring the brand to life, pairing nostalgic storytelling with modern social execution to fuel awareness, engagement, and demand.

The Client: Pilothouse Brands/1983 Espresso Martini

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Service: Social Media strategy

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The Ask

PUBLiSH was engaged to develop a launch-ready social media strategy for Pilothouse Brands’ newest beverage: the 1983 Creamy Espresso Martini—the first ready-to-drink espresso martini made with real cream liqueur. The objective was to craft a cohesive Instagram and TikTok presence that would introduce the product to market with clarity, personality, and momentum.

 

The Goals

  • Establish a visually compelling and cohesive social identity that reflects the brand’s core attributes: natural, nostalgic, relatable, and fun

  • Build brand recognition within the beverage, lifestyle, and ready-to-drink cocktail categories

  • Cultivate an engaged community of followers and advocates

  • Convert social interest into purchase intent

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The Results

PUBLiSH delivered a comprehensive strategy designed to guide a successful launch across Instagram and TikTok. Core components included:

  • Defined target audience groups and behavioural insights

  • An industry audit of competitors on Instagram and TikTok

  • Platform-specific recommendations 

  • A mock Instagram grid illustrating the recommended storytelling and visual direction

  • A UGC program rollout plan

  • Five content pillars, each with example concepts and creative inspiration to support implementation​​​​

Case Studies

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