In order to break the stigma around IPAs and bring new drinkers into the IPA category, I led a successful campaign of IPA fest with a team of designers, copywriters & illustrators. Through the campaign, we introduced Hopsquatch and topped things off with a limited-edition IPA pack. This program became the prime example of a best-in-class program in craft AB.
We presented our character Hopsquatch around the town for guerilla marketing as PR and to drive interest. The associated URL led to our microsite that had education on IPAs and had a list of retailers that carried the limited edition packs & beers. We also announced through our social channels a social activation for Hopsquatch sightings across key market cities where whoever snapped and tagged Hopsquatch was entered into a raffle to win great prizes.
Our Big Idea will be the "Battle of the bands."
We will excite new IPA drinkers to experiment with unfamiliar styles by connecting those IPA styles with fresh musical sounds from across the country. We'll tap into our Brewery partners to send us the local band music they want to rep. These different bands and genres of music from all over our brewery network will come together for our IPA Fest: Battle of the Bands. And our consumers will be able to vote for their favorite brewery nominated band all while discovering the wonderful world of IPAs.
We also created a packaging design that is fun, friendly, and approachable to attract beer drinkers and encourage them to experiment with unfamiliar beer styles.
