RAPTOR | beavertown

Drop What You're Doing

Using comedy and authenticity to drive Gen Z engagement for Beavertown’s Cosmic Drop.

To reach a new generation of drinkers, we brought together Beavertown and comedian Grace Campbell to launch Cosmic Drop, a playful new beer made for Gen Z. Our street-interview social series delivered over 1.8 million views and cemented Beavertown’s reputation as a brand that doesn’t take itself too seriously.

youth insight + strategy

Brief

Beavertown wanted to engage a new generation of drinkers with Cosmic Drop, driving awareness and cultural relevance among Gen Z. The challenge was to launch the product in a way that cut through beer’s usual category codes and showed that Beavertown’s playful, creative spirit could speak directly to this audience.

Objectives:

Drive awareness and trial of Beavertown’s latest beer, Cosmic Drop
Position Beavertown as a bold, fun brand that celebrates creativity and humour
Expand Beavertown’s audience beyond its established fanbase

Insight and Strategy

Beer marketing has long been dominated by the same familiar tropes, from BrewDog’s rebellion to Budweiser’s bravado. For a generation that prefers self-awareness, humour and individuality, this style of marketing feels a bit one-note.

Our strategy was to disrupt those conventions by speaking to Gen Z in their own language: comedy. Instead of lifestyle polish or overproduced storytelling, we focused on content that felt quick, witty and real. Cosmic Drop became the perfect launchpad, a beer that doesn’t take itself too seriously, marketed through content that didn’t either.

Response

We created and launched the content series Drop what you’re doing: a street-interview series filmed across London, fronted by comedian and author Grace Campbell; known for her self-deprecating humour and ability to make taboo topics disarmingly funny.

Across two days of filming, Grace asked Gen Z Londoners to reveal the last thing in their Notes app for the chance to win a case of Cosmic Drop. The result was a flood of unfiltered answers from questionable business ideas to chaotic love confessions, all delivered with Grace’s trademark wit.

The content was tailored for TikTok and Instagram, combining candid humour, punchy edits and authentic moments that resonated with this generation’s appetite for real, relatable entertainment. Native to the platforms and true to Beavertown’s Never Normal spirit, Drop What You're Doing took Beavertown's love for the weird out of marketing speak and into Gen Z's lives.