If you live in the South and like cold soft drinks on a hot summer night, you more than likely are a fan of Cheerwine. At 99 years young, the iconic and family-owned soft drink maker, based in the beautiful city of Salisbury N.C., it seems this gem of a company is just getting started, thanks to its branded entertainment web series, “The Local Legend Project.” In the summer of 2015, Cheerwine’s Bo Stevenson, a former Hollywood production assistant ventured out on a mission to visit, meet and hang out with legendary people and places of the traditional American South. Stevenson, and give them a national platform for sharing their stories. Stevenson is also targeting millennials and other young people who may not know the history and true Southern roots that Cheerwine possesses. All of this is being down with the use of modern technology in the form of a website and platforms like Google Play, iTunes and Vimeo.
Cheerwine’s bubbly cherry taste really should be a natural fit for young Americans looking to try something different when it comes to a clean and fresh tasting soft drink. If you haven’t tried Cheerwine, you don’t know what you are missing.
“Today’s consumers, especially the millennials who are so influential to our culture, have a deep appreciation for things that are genuine,” said Tom Barbitta, senior vice president of marketing and sales for Cheerwine. “Because Cheerwine is the real deal, Local Legends, National Treasures seemed natural for us to champion the little guy, the mom-and-pop shops, the incomparable experiences that define our society. A lot of big brands these days are talking about ‘local’ and ‘authenticity,’ but Cheerwine truly has the credibility to tap into those values at a very real and meaningful level.”
The result of Stevenson’s travels are an eight-episode online series showing our Southern heroes and the amazing things they do in their community. Meet pit masters, a shoe shiner and blues musicians as Stevenson moves around the South. These are people in the South that make a difference and people that drink Cheerwine. Pay attention to Episode No. 3, when they go to juke joints and music halls.
“Bo met scores of unsung heroes and discovered incredible stories about Southern people and places during The Local Legend Project trek,” offers Barbitta. “We may not have the multi-million-dollar ad budgets of the bigger brands, but we know that sharing authentic stories is powerful enough to inspire people and, in doing so, gain support for our brand.”
You can watch the episodes for free here. Availability also includes Google Play, Dailymotion, iTunes, Vimeo and other select VOD options like here. Cheerwine appears committed to this cause and on their website that also give Cheerwine drinkers the chance to nominate their own local legends. Follow Cheerwine on Twitter and don’t forget to grab yourself a Cheerwine.