Lagunitas Turns to Little for Big Packaging Transformation and New Brand Campaign
By The Minneapolis Egotist / /
The Lagunitas Brewing Company began on a kitchen stove in Northern California in 1993 and has crafted hop-forward beers ever since, breaking convention with irreverent innovations. And it’s that same inventive spirit from Minneapolis agency Little that sparked a lasting partnership. Two incredible companies, working together.
Little has been doing project design work for Lagunitas for several years — and that work has now led to a fantastic two-pronged project: to create a fully redesigned packaging portfolio and a campaign that builds more awareness and emotional resonance for the Lagunitas brand and flagship IPA product.
First up: the complete package redesign for its portfolio from the iconic IPA on down the line through all its offerings. This packaging is rolling out in California now and will continue to flow across the country this fall.
And then, the second part of the project for Little: a campaign to relaunch Lagunitas IPA, the core beer.
In the last few years, the brand has struggled to consistently share what it stands for. Craft beer sales are down as younger drinkers find an appeal in not drinking, with more non-alcoholic options, or choosing other beverages, like seltzers, cocktails and THC drinks. In general, US domestic beer production and consumption is down.
Little’s charge? Tap back into what makes the iconic brand special and stand out in a sea of sameness on the shelf to re-engage lapsed consumers and introduce younger ones through advertising, packaging point of sale and more, including restoring the brand’s strong equity and irreverent personality and iconography while setting its IPA apart. Since January, the agency has been working to reinvent and revive this iconic brand’s grit and irreverence — and bring back emotional relevance for everyone.
The campaign launched August 1, first in San Francisco, the Bay Area and Sacramento. The creative includes out of home, digital, social, video and in store. More than 50 percent of the brand’s marketing budget is invested in this initiative.
“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.”
“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 as we both share the passion and thirst for reviving our iconic flagship Lagunitas IPA.”
Creative credits:
Joe Cecere – Owner, Chief Creative Officer
Janet Chambers – President
Chris Heimbold – Account Director
Ian Davies – Creative Director
Kate Shaffer – Director, Copy and Brand Voice
Eric Sorensen – Copywriter
Alex Van Keulen – Design Director
Maren Christensen – Production Manager
Maura Koelsch – Project Director
Nicole Etheridge – Media Strategist
Joseph McMahon – Video Editor
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