Crook & Marker

Crook & Marker brought healthy ingredients and real transparency to the canned cocktail market in the U.S. When the pandemic hit and COVID dominated every conversation, cutting through as a new brand felt almost impossible.

Instead of fighting the moment, the brand leaned into it. The result was the TasteMask: a playful, unexpected product that met the conversation head on and gave people a reason to smile. It became both a revenue stream and a powerful brand signal, spreading quickly through earned media.

TasteMask also carried a clear purpose. One dollar from every purchase supported the USBG Bartender Emergency Assistance Program, helping hospitality workers hit hardest by the pandemic.

The result was a viral moment with real impact, generating over 500 million impressions worldwide.