How do you introduce an entirely new liquid? And make it the #1 selling cannabis beverage in California?
Lagunitas’ love affair with cannabis is as long and tangled as its relationship with beer & music.
And since combining hops and cannabis—in a zero-calorie beverage—was as revelatory as going from mono to stereo, I named it Hi-Fi Hops. And yes, the ‘high’ inference was purely a bonus track.
I wanted to treat this like we were really releasing an entirely new liquid. To feel like something out of a surreal music video. Only more ‘elevated’.
We launched with teasers showing a floating, alien-like sparkling liquid; vaguely shaped like the Lagunitas “splotch” on the label. Then dove into more of the music side of the brand.
Promo Item & Social Content: Zoetrope Turntable Slipmats
I enlisted the talented Drew Tetz to create a set of turntable slipmats that “animate” on your iPhone (thanks to the wonders of framerates! whoa).
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ONWARD & UPWARD
When we ‘released’ this liquid in Colorado, we made our surreal introduction by floating through some notable locales.
