By The Minneapolis Egotist / /
Effort Celebrates Iconic Craft Beer As Stubbornly Sticking To What Works
After being named creative agency for leading craft brewery Bell’s Brewery last fall, independent Solve has launched its first work for the company’s storied flagship beer, Two Hearted IPA.
In a craft beer category that’s been overtaken by trend-chasing “it” brews featuring over-the-top flavors and packaging designs – the Two Hearted IPA “Never Trend” campaign celebrates the beer’s steadfast consistency over the years. Since launching in 1997, Two Hearted has largely ignored the trends – staying true to its original 100% Centennial hop formulation and classic oil-painted trout for a label. All of which has led to countless awards, and multiple nods as the top-rated beer in the country – as voted by the American Homebrewers Association.
Spanning humorously humble video, outdoor, radio, retail and social elements that’ll fuel growth amidst an expanding distribution footprint, “Never Trend” brings a deadpan voice to Two Hearted – one of craft beer’s universally adored favorites. “We loved this campaign idea the very minute Solve brought it to the table,” says Scott Powell, Senior Director of Marketing at Bell’s Brewery. “It stays true to the brand and everything our fans love about it.”
“This was a gift of a client brief,” says Solve Chief Creative Officer/Partner Kathleen Wille. “It’s a rare beer brand that stubbornly stays the course for over 25 years. So we had to fight every urge to overcomplicate or overdesign the work.”