Founders Brewing – All Day IPA Case Study

Challenge

Rise above the crowd of craft breweries

Within a rapidly expanding category, Founders needed to reinforce its position as a true leader among the growing masses, activate its loyal fan base and stimulate passion with new consumers. As its key volume product, the brewery knew that continued growth was dependent on All Day IPA.

The Solve

Bring adventure to a session

As the biggest seller within Founders’ portfolio, All Day IPA is how most craft beer drinkers recognize Founders. To help the brand tell a story and forge a deeper connection with new audiences, we broadened the meaning of the term “session” and created the “Session Boldly” campaign, celebrating the experiences that follow this IPA and its drinkers.

Results

Success keeps flowing

  • 34% lift in All Day IPA website searches during campaign timeframe
  • Generated 31.3% increase in All Day IPA purchase intent, exceeding goal by 56%
  • All Day IPA sales up 51% year-over-year, making up 69% of the session IPA market
  • Now the top-selling canned craft beer (with 15-pack the fastest-growing package)

Client Quote

Solve’s passion for the craft beer category and brand-building chops run deep. They helped us take our flagship product and make it reach even more people in a compelling, interactive manner, setting us up for future success.

-Trent McCurren, VP Marketing, Founders Brewing Co.