Leinenkugel’s Summer Shandy is the perfect summer daytime beer. But it started to lose market share as other fruit-flavored beers were coming into the market.
In an increasingly crowded category, the brand was seeing a decline in the total number of new drinkers each year. The ask? Develop a program that would drive volume of Summer Shandy during key summer moments.
Scope of work
Production & Execution
WHAT WE DID
We dug into the research, unearthing truths among our audience and beer-drinking culture.
Audience Research: Defined the common needs and pain points across both audiences
Cultural Insight Development: Identified large cultural trends that were impacting the beer market
Beer Trend Analysis: Dug into the MillerCoors sales data to uncover an ownable consumption opportunity
what we found
People don’t just need a summer daytime beer; they need a little more summer daytime to go along with it.
Most of our audience’s summer daytime wasn’t spent outside, but instead in an office. We had an opportunity to lean into a cultural tension point, and carve out a daypart that no other beer brand owned. We needed to give beer drinkers an open permission slip to leave work a little early on Friday and take advantage of summer.
The Big Idea
Position ourselves as the beer of choice for summer daytime drinking by claiming Summer Fridays as our own. The campaign included Facebook, Twitter and Instagram content, a branded badge on the beer app Untappd, and a local activation in Chicago – spurring thousands of fans to leave work early, share a Summer Shandy, and post content of their own using #LeinieFriday. Even Jake Leinenkugel came out of retirement to help us launch the effort.
We were so successful in driving sales that Leinenkugel's has made #LeinieFriday a recurring tentpole in its marketing calendar.
Our small-budget campaign set new engagement records for the brand, our Untappd badge became one of the most successful on the app and sales of Shandy increased almost 11%.
11% sales lift
Top badge on Untappd
Thousands of social participants