The Lagunitas Brewing Company has crafted hop-forward beers since 1993, but in the last few years, the brand has struggled to consistently share what it stands for. Minneapolis agency Little created a fully redesigned packaging portfolio and a campaign that builds more awareness and emotional resonance for what is essentially a relauncch of the flagship IPA product. Creative includes out of home, digital, social, video and in-store. More than 50% of the brand’s marketing budget is invested in this initiative. The packaging began its roll out in August.
“Our work together is rooted in the need for a Lagunitas brand evolution that both establishes vision for the future and celebrates the brand’s storied history,” says Joe Cecere, CEO, Little. “The campaign reflects the true heart and soul of the company and we’re excited to watch how it will both reinvigorate loyal fans – and introduce new audiences – to the epic greatness that is Lagunitas.”
Creative credits include Chief Creative Officer Joe Cecere; Creative Director Chris Heimbold; Director, Copy and Brand Voice Kate Shaffer; Design Director Alex Van Keulen; Project Director Maura Koelsch; and Media Strategist Nicole Etheridge.
“The opportunity to recharge the Lagunitas brand and product portfolio is a once in a lifetime personal and professional opportunity,” says Hannah Dray, CMO, Lagunitas. “Our charge is to reinvigorate the brand, to bring back the confidence and the personality that once made it relevant and famous. Our partnership with Little has been a collective labor of love…”
