Never Trend
Digital Marketing
Out of Home Advertising
Social Media
Video
Project Overview
While other beers are all about wild ingredients or labels, Two Hearted has never chased what’s new or what’s next. So we created a campaign stubbornly devoted to never, ever changing.
Details
Craft beer is all about what’s new and what’s next — from adding questionable ingredients like oysters and pumpkin pulp, to making the labels loud and louder in neon comic-book colors. There’s nothing craft beers won’t do to stand out.
And then there’s Bell’s Two Hearted IPA.
With its old-world hand-painted trout label and its old-school single-hop recipe, Two Hearted is kinda, well, old-fashioned. The can does whatever’s the opposite of standing out on the shelf. And while it was already universally adored in the Great Lakes region, Two Hearted didn’t have quite the same cache with the rest of the country.
So how could we capture new drinkers in this crazy craft world? By leaning into our unchanging ways.
And then there’s Bell’s Two Hearted IPA.
With its old-world hand-painted trout label and its old-school single-hop recipe, Two Hearted is kinda, well, old-fashioned. The can does whatever’s the opposite of standing out on the shelf. And while it was already universally adored in the Great Lakes region, Two Hearted didn’t have quite the same cache with the rest of the country.
So how could we capture new drinkers in this crazy craft world? By leaning into our unchanging ways.
