Backbone Premium Lager launch & Branding

Devils Backbone is known for their award-winning craft beer. For 2021, they were looking to launch a no-frills everyday premium lager for the hard-working consumers. Our goal was to raise awareness around the new Backbone Premium Lager product and engage in a new consumer segment. We did this by creating a "Work hard, drink easy," brand story. I led a creative team to develop everything soups to nuts for this campaign for a successful launch.

For Point of sale & On-prem, we created easy and comical tips on how to kick back with a little help from Backbone.

HOW: Scan QR code for access to a microsite where consumers could get quick tips on how to chill out after work - plus every scan earns a % off the next Backbone purchase

WHY WE LIKED IT: It encouraged brand engagement and incited trial with a coupon

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