Calling all beer-loving paddlers.

Challenge

Expand a regional craft brewery’s distribution footprint across the Pacific Northwest, while communicating that the brand is still a pillar of the local community.

Strategy

We built community by creating memorable experiences. Retailers were looking to increase in-store engagement at the height of beer-buying season. On social media, customers across regions were organically tagging the brewery in photos that showed their beer on the water. We created an interactive brand activation that capitalized on this trend.

Execution

Partnering with a beloved local surf shop, we developed a tiered sweepstakes program centered around the beach. Consumers across the PNW entered to win a custom paddleboard lesson and tasting experience. We supported the program in stores with interactive environmental displays, email marketing, and a paid social media campaign.

Results

• Over 50 participating locations

• 3K+ unique consumer entries

• Increased points of distribution YoY

• Peak engagement on social posts

Photography: Bex Berthelet