Nice Cans

CASE STUDY // Lion Bridge Brewing Company

Craft beer isn’t about chuggin’ until you reach blackout levels of consciousness. Craft beers are refined and experiential. Think about it, how often do you go to a craft brewery to drink by yourself?
Don’t worry, we’re not judging. Sort of.

So, how do you create a PoP/awareness campaign for a craft brewery launching their new canned product line when their brand awareness and equity is wrapped up in a brick and mortar experience?

Fusionfarm Case Study - Lion Bridge Brewery | Cedar Rapids, IA

Client + Agency

Lion Bridge Brewing Company + Fusionfarm

Fusionfarm Role

Campaign Strategy, Design

Platforms

Social Media

The Ask

Lion Bridge Brewing Company needed our help in letting the cat out of the bag that would hit 3 major strategy goals:

1. Increase sales revenue by communicating their brew will now be conveniently canned.
2. Increase brand awareness to potential customers while simultaneously expressing the essence of their brand.
3. Reassure already loyal fans that although their beer will be distributed in larger quantities, the quality and flavor would remain the same. So, calm down haters, they’re not sell-outs.

Fusionfarm Case Study - Lion Bridge Brewery | Cedar Rapids, IA

Fusionfarm Case Study - Lion Bridge Brewery | Cedar Rapids, IA
The Answer

Channeling our inner beast, we built a campaign with sticky, bold messaging and a suite of PoP assets that would convince customers to pick up a 6-pak. Or eleven.

Let’s break it down: Same Lion. New Pride. communicates that it’s still the same Lion Bridge brew we all know and love, BUT proudly and conveniently canned in prides— er —packs of 6. The layers of meaning in the phrase bring more power to the message.

The copy wrapper Crack Open Some Community digs deep into the very heart and soul of Lion Bridge by illustrating the joy of crackin’ open a cold one and ending with community – a nod to the community-centric nucleus of the brand. It’s an idiom that becomes unique to Lion Bridge, signaling you aren’t just drinking beer, you’re having an experience.

…In the city, the mighty city the lion brews toniiiight. A-weema-weh, a-weema-weh, a-weema-weh, a-weema-weh…

The Numbers:

  • Impressions: 150,967
  • Reach: 56,239
  • Ad Recall Lift Rate: 32.61%
  • Post Engagement: 3,492

In the Media:

  • Total media mentions: 19
  • Total media reach: 21.4 million

Let's Break The Rules Drive Somewhere Smile On Monday Stay Up Late Build Together.

Fusionfarm