KEY INSIGHT: 2020 SUCKED
To capture the zeitgeist of a horrible year, I pitched the idea of bringing back the cult fave “Sucks” Ale out of retirement. And marketing it as commentary on the year we all were in the dumps.
SOCIAL ENGAGEMENT: PIN TRADE
In a time where there was minimal human contact, we offered fans a chance to make a tangible connection with the brewery—through real-life snail mail. They send in any pin of their own and we’d mail them back this ‘commemorative’ 2020 Sucks pin.
MERCH: 2020 SUCKS SHIRT
These shirts were the top seller of the Lagunitas Schwag Shop—selling out within the first week.