STANDING OUT IN a SEA OF SAMENESS
Drinking beer shouldn’t be boring.
The ever-more-crowded craft beer world suffers from consumer confusion and lack of loyalty. 10 Barrel brewing wanted to help their new Joe IPA make a hoppy splash among craft beer drinkers and core outdoor enthusiasts.
Connect with the core consumer.
10 Barrel brewing hangs their trucker hat on being the beer brand for the outdoor lifestyle. So we created the Joe IPA campaign to live up to the brand’s heritage and its hometown of Bend, Oregon, enlisting local Red Bull mountain bike pro Carson Storch to help bring the work to life.
Videos were made
Beers were sold
People got buzzed