Lagunitas: Memorable, Impactful, Cost-Effective Differentiation.
How we made Lagunitas stand out.
Challenge:
Currently, 30% of the U.S. population drinks craft beer, but 52% of those have never tried Lagunitas. While brand awareness is strong in California, where the brand was founded, there was a significant opportunity to expand its success nationwide.
Solution:
We needed to help the brand stand out. We knew if we could convince consumers to try Lagunitas, the likelihood they’ll buy again was high (81% of Lagunitas buyers repurchase).
In fact, getting just 1% of craft beer shoppers to make a single Lagunitas purchase would yield a 2.6% increase in total sales.
However, when we count the pennies in our budget and compare it to BIG BEER, we lose; every time. So our challenge was two-fold: be memorable and impactful as frugally as possible.
Inspired by our packaging and authentic to the brand, we created our Weirdly Original World. A world where we brew a weirdly original cast of brews. For a weirdly original cast of people.
Results:
Island Beats, our lead innovation at launch, surpassed all other creative to become the top awareness driver and in one month saw a +7.15 lift above the control.
Escape to Juicy!
Using our packaging design as the basis for a new Weirdly Original world, we created Bongo Isles: a flavor destination with a host of interesting characters and narratives that assist with recall and direct our audience straight to the product on shelf.
How We Taught America to Party, Without Partying.
To solidify our position as a leader in the non-alc segment and grow category share we had to get those experimenting with non-alc options to realize they don't have to sacrifice taste or quality when they cut out the alcohol.
Data mining, social listening, and empathy mapping helped us uncover that most people purchasing non-alc are still purchasing alcohol. In other words, the name of the game is cutting back on alcohol rather than cutting it out. In doing so though, FOMO hesitations arise.
We created a campaign that convinced our audience that they could still enjoy the same deliciously juicy, hop-forward flavors they love so much with our new Lagunitas Non-Alcoholic IPNA and Hoppy refresher.