We had the opportunity to pitch for this business and the assignment was simple: provide retail solutions that would give the Lagunitas sales team tools to sell displays while building awareness and driving trial of Lagunitas core brands.
We immediately realized that the reality of the beer business was somber: the category was under pressure. Wine and spirits were stealing share, millennial were drinking less and overall there was too much choice.
So, how can a beer company like Lagunitas remain attractive when all over the world there seems to be new things happening?
Simple. Create your own world.
Lagunitas treasure their stories. It's what makes them so different than any other crafts. So, how about we motivate people to try us by showing them how irreverent and different the story of this brewery really is?
To kick things off, we set up the first annual Lagu-land Craft-Tober Fest in Petaluma, their home base, where attendees sampled the family of bevvies and got to meet the colorful characters whose stories inspired these beers.
At off-premise, a Lagu-land display we welcomed shoppers as they walked by the beer and wine section.
To let shoppers experience an assortment of the Lagu-land world, we created a variety pack with 12 different beers.
Shoppers crave good beer and experiences. We gave them both by transforming the carry on 6-pack tray into a game. Drawing inspiration from Lotería and Bingo, we created a Bottle Cap Bingo using the plethora of characters at our disposal.
To make the world of Lagu-land interesting, we needed to come up with the backstories for all the characters living in it. Here are a few of my favorites. Tap an image to get a taste of their beer stories.
How could you take the world of Lagu-land on-premise? Glad you asked. We created a collectable Lagu-land Official Deck O'Cards for bar and restaurant goers to enjoy a hand or two of their favorite card games.
And speaking of collectables, kits with coasters were given to restaurants and bars featuring the stories of our infamous characters and the beer they represent.
