Objective

In 2025, Angry Orchard tapped Doing Things to help fuel a bold growth year by reaching a core audience that believes life is a terrible thing to waste. This audience craves humor, spontaneity, and cultural relevance - exactly the territory where Doing Things thrives.

The challenge: Break through relentless ad clutter and show up where culture is actually happening.

The solution: Insert Angry Orchard directly into trending moments, formats, and conversations through custom-branded memes and key tentpoles, making the brand feel native to the internet, not interruptive.

Strategy

How it came to life: 4/15-12/31/2015 

Doing Things leveraged its authority as a driver of internet culture across seven of its culturally fluent brands, such as Middle Class Fancy, Shit Head Steve, Trashcan Paul, Moist Buddha, Ordinary People Memes, and more, selecting the platforms that most closely aligned with Angry Orchard’s objective and audience mindset.

Instead of traditional advertising placements, Doing Things embedded Angry Orchard into the social conversation through: 

• 14x custom-branded meme formats rooted in cultural relevance
• 1x Halloween Tentpole Takeover (4x custom-branded memes tied to the cultural moment)

Angry Orchard didn’t “sponsor” culture.  It participated in it.  By tapping into the Doing Things ecosystem, Angry Orchard appeared in environments where audiences were already actively consuming and sharing content.

What we learned: 

1. Disruptive, lo-fi formats outperform polished executions. This is why we saw so much success in 2025 - we learned, we adapted, and we built trust together to break through feed clutter. 
2. Meme-first creative delivered both attention and measurable brand impact. Memes drove 2–3x benchmark engagement rates, with top-performing posts reaching 10%–14% ER (vs. a 3–4% benchmark).
3. Brand lift results confirmed what the engagement data suggested. Memes are not just engagement drivers. They are effective brand vehicles. We saw positive movement across awareness and consideration, proving culturally fluent humor can move business metrics.
4. Content-led humor strengthens brand meaning, not just reach. Memes with the strongest brand alignment delivered significant lifts in motivation/consideration (+9.9 pts) and unaided awareness. This means we drove more than just viewability with our partnership.

Each asset throughout the campaign was designed to feel organic to the social feed. From self-aware memes to comedic creator integrations, it mirrored the culturally relevant humor audiences expect from Doing Things brands. 

Results

The result was branded content that didn’t feel like branded content. The campaign successfully positioned Angry Orchard as a culturally aware, humor-forward brand aligned with audiences who refuse to waste life on the boring.

By embedding the brand into moments people were already talking about, and giving them content worth sharing, Angry Orchard didn’t just advertise in 2025. It participated in internet culture.

CULTURAL RELEVANCE = RESONANCE. Angry Orchard appeared where culture lives, and the results proved it. 

• 12.8MM Total Reach 
• 731K Total Engagements 
• 5% average engagement rate vs. 3-4% benchmark average
  •  Top posts reaching 10–14% ER
• Positive sentiment: The Doing Things audience loves Angry Orchard as seen in user comments 
  • "Angry Orchard is low key freaking good lol"
  • "I hear you the only beer I ever liked. It reminds me that I need to go get a pack"
  • "Angry Orchard is genuinely Goated"

Through mutual trust and shared ambition, Angry Orchard and Doing Things leaned into bold, culturally sharp creative, the kind designed to break through feed clutter rather than blend into it.

The result was not just a branded content campaign, but a playbook for how brands can meaningfully participate in internet culture, and drive measurable business impact while doing it.

Media