Breckenridge Brewery lets the good times roll with a one-of-a-kind campaign for their Juice Drop IPA.
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Breckenridge Brewery already dominates the craft brewery space, but a quickly growing competitive market offered new challenges to capture the ever-popular Hazy IPA drinkers.
We were tasked with developing a 360 campaign that taps into the younger generation who are fully embracing stronger, more flavorful beer profiles.
Two things go hand in hand: BEER + MUSIC. With these insights in mind, we centered the campaign around a night out fueled by Juice Drop IPA.
The campaign line and accompanying graphics reference Juice Drop in a literal way, while also signaling the causal, spontaneous vibe that Breck does best.
The new campaign effortlessly declares that Juice Drop IPA is THE go-to beer for any night out . . . no matter how wild. Key visuals focused on music and nightlife speak to multiple demographics, genres, and experiences — dramatically expanding Breckenridge Brewery's reach throughout the greater Denver area.
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