Founders Brewing Case Study

Challenge

Create devotion while celebrating a key milestone

2017 was a significant year in Founders’ operation, celebrating 20 years of making bold craft beers. To stand out in a cluttered, fast-growing category, the Grand Rapids, MI-based brewery has been largely propelled by its “Zero Regrets” philosophy and culture. To spread its mission further and introduce Founders to more people, the company needed a unique way to recognize this accomplishment and inspire brand devotion.

The Solve

Use remarkable, "Zero Regrets" moments to tell stories

Co-Founders Mike Stevens and Dave Engbers chased their dream of opening a brewery with passion, persistence and living life with zero regrets. The brand’s past 20 years are filled with incredible stories, which influenced our campaign idea: partnering with renowned global artists to bring these formative moments to life. Top moments in the brewery’s history anchored the “Zero Regrets Artist Series.” Print, point-of-sale and digital/social content spread the stories, and a contest capped the activation, allowing consumers to submit their own stories and win a trip to Founders’ 20th Anniversary party. Merchandise was also created to further perpetuate the “Zero Regrets” movement.

Results

Never looking back

  • Brand sales up 34% in 2017
  • Founders the #1 checked in craft brewery on Untappd in 2017
  • Eclipsed top ten in market share, became country’s ninth largest craft brewery
  • Poised for record growth in 2018

Client Quote

A brand only turns twenty once, and we needed a celebration to shine a light on our philosophy…. Zero Regrets. The Solve team brought it every step of the way with inventive ideas and storytelling that had a direct impact on our business and growth.

Trent McCurren, VP Of Marketing, Founders Brewing Co.