20 Years. Zero Regrets.

20th Anniversary equity campaign led by our ad agency, Solve. I served as the in-house creative lead to manage this campaign development and execution. Many elements developed by agency, artists and our team. I led the cross-departmental monthly meetings and updates as we had a variety of touch points throughout the year including media, video, out-of-home, in-store promotion, web & digital, social activation and experience, internal activation, beer release, anniversary party and more.

Designed by ad agency. Managed design feedback and applications.

Our agency led the back and forth with the artists as our team provided design feedback and copy development for story telling. This series won a West Michigan Addy’s Award.

Ran a multi-page spread in beer centric publications to celebrate our 20th anniversary and tell our story in a page-by-page insert approach.

Celebrated our anniversary in our local hometown and launched a series of billboards as a thank you for 20 great years.

Team developed custom gift set box including 20th anniversary beer, glassware, artwork booklet and box. This item won a gold West Michigan Addy and a Silver Regional Addy Award.

Provided our sales team with contest POS to obtain additional display activity and generate UGC and contest entries.

Examples of collateral being used in-store around the country.