Clover Sonoma

milk does a
pop-up good

DETAILS

San Francisco, 2017

CHALLENGE

Following its brand refresh and name change from Clover Stornetta to Clover Sonoma, the beloved Bay Area dairy needed to connect with the public and reinforce its fun, playful and wholesome identity.

APPROACH

Double Forte developed a media strategy and umbrella messaging for Clover’s pop-up Milk Tasting Room in San Francisco, which leveraged the company's cheeky brand sensibility and Sonoma County heritage by parodying Sonoma’s wine country roots.

Double Forte developed a social media strategy to amplify Clover’s charity tie-in with the Boys & Girls Clubs of San Francisco, and complement the brand’s $5,000 donation to the nonprofit’s Healthy Lifestyles programs. Every public social media post from the pop-up resulted in a Clover yogurt donation to the Clubs. We also hosted a media and influencer preview party to build excitement for the public experience, which included milk tastings from “somooliers.”

RESULTS

Double Forte secured 49 million traditional media impressions in outlets covering food, lifestyle, business and local events. Media and influencer social media posts garnered 240K impressions.