Concept/Purpose of the Work:
Summit brewing was set to release its first session IPA, Triumphant, to appeal to modern drinkers who enjoy the full flavor of an IPA but don't want the heavy calories and high ABV typically associated with such beer. This style of beer allows us to create a beer that was all about being active and winning everyday, especially celebrating little victories like a well-mowed lawn or perfectly tossed dart. Each beer, in our minds, was a little trophy for life's triumphant little wins.
Results of the Work:
While the covid-19 pandemic caused major declines in all on-premise liquor sales (bars/restaurants), off-premise (liquor stores) flourished. The launch of Triumphant was so successful is has now become a year-round style currently available for everyday accomplishments in most places where Summit is sold.
How the Work Was Delivered to the Masses:
The campaign ran across radio, print, digital, and social.
Jason Bottenus, ECD
Heath Pochucha, ECD
Scott Dahl, GCD/Writer
Dustin Joyce, CD/Designer
Mike DePauw, Account Director
Nicole Knutson, Project Manager