Building the place to play
Shark Club
Rebranding
Awareness Campaigns
Promotions & Launch in the U.S.
When Shark Club first came to Here Be Monsters they had a unique problem, their brand had too many tools and their purpose was poorly articulated.
After leading a brand bootcamp with their team, we edited down the visual tools and established a new Brand Spirit: Eat. Drink. And talk a bit of trash. This line not only set the tone-of-voice but it also instantly sparked Shark Club’s competitive nature to connect better with existing customers and reach out to new ones.
Here Be Monsters immediately applied the new brand to Shark Club’s in-house materials, like coasters and menus.
Then, we turned our focus to league-based programs. The NHL, NFL, CFL and MMA promotions all received a new take on their messaging both on a national level, and more importantly, on a local level.
A localized CFL campaign included a fully-scalable set of assets that included in-store signage and social media.
The Molson NHL Pick ‘em Pool was a great opportunity to build the Shark Club brand through contesting and competitive messaging. The Coach character motivated readers and listeners to keep their eyes on the prize while they enjoy a Molson product.
Wins was a radio spot to motivate any would-be fantasy hockey managers into Shark Club for a Molson.
Next, we headed south. Launching into the US market was another opportunity to be hyperlocal and tactical. Shark Club Plano proudly sits on a stretch of road called the 5 Billion-Dollar Mile; next to headquarters for Toyota, FedEX, JC Penney and notably, the Dallas Cowboys. As such, Here Be Monsters claimed Shark Club to be the HQ of Sports. This bold claim signalled the love of sports and diversity of patrons since many competitors operate like Hooters-style breastaurants, masquerading as sports bars.
