Shortcomings

Mini Rippers, the beer world’s first mini cans, offers 7.5 oz servings of fan-favorite Juice Force IPA and the #1 new beer of 2024, Tropic Force IPA with the same 9.5% ABV in a convenient, crushable, cold-to-the-last-sip can. Taking its cue from the product itself, Voodoo Ranger’s marketing strategy was just as unexpected, proving that when it comes to impact, bigger isn’t always better.

This year has seen its fair share of gigantic installations and larger-than-life pop ups but translating Voodoo Ranger, a brand known for its disruption and innovation in the category, into Mini Rippers worked by purposefully going against trend.

Billboards in LA show the Voodoo Ranger skeleton hand holding a Mini Ripper with the tag line, “Size Doesn’t Matter When You’re 9.5% ABV” capturing the brand’s bold visual storytelling and trademark humor. The catch? The can takes up less than 2% of the billboard, capturing the attention of passersby and leaving an outsized impact.

Similarly, a 15-sceond YouTube spot opens on a blank screen, only when the Voodoo Ranger skeleton begins zooming in does the Mini Ripper appear. And, in true Voodoo Ranger fashion, the brand took out a full-page ad in the Tyron Daily Bulletin, America’s smallest newspaper (located a short distance from the brands Asheville brewery) parodying the iconic 1959 Think Small advertising campaign for the Volkswagen Beetle.

“Mini Rippers were designed for an unmet drinking occasion—think quick social moments like waiting for an Uber – and since launching in March, they’ve quickly driven strong consumer engagement,” said Voodoo Ranger Senior Brand Manager Michelle Robertson. “Stores that stock Mini Rippers 8-packs next to our standard 6-packs are seeing over 20% growth in 6-pack sales. Our fans have embraced the idea of different formats for different occasions, whether it’s a 12 oz can or the ready-anytime Mini Ripper.”