10 BARREL BREWING CO.

hand holding up a can of beer

THE SEND IS NEAR

PROJECT SCOPE

10 Barrel Brewing Co. out of Bend, Oregon called us in search of a wild, action sports campaign to promote their most aggressive beer, Apocalypse IPA. We could have gone a zombie route, but instead we went with gravity and velocity sports, with the tagline "The Send is Near." (Because sending it is way more fun than ending it.)

We enlisted local athletes and got them to jump off bridges, bike jumps, and wooden features to make a mountain town living batch of action and lifestyle photography to match the fun-loving messaging.

 

To tie the campaign together, we decided to show beer cans in less-than-perfect condition, which is not typical for the beer industry. We shook 'em, spattered mud on 'em, and let 'em roll around in the back of our employees' trucks for a few weeks. This made for a more authentic approach and echoed the spirit of the campaign.

DELIVERABLES

  • Strategy

  • Branding

  • Photography

  • Copywriting

  • Sourcing Athletes

  • Ad Design & Layouts

  • POP Displays

gif of mountain bikers riding by on a trail
feet in sandals standing next to a can of beer in grass

AD LAYOUTS

two mountain bikers jumping in the air and man jumping off bridge into water
friends skateboarding and riding bicycles down a street
poster of two mountain bikers and a can of 10 Barrel beer
10 Barrel beer point of purchase stand-up display with friends jumping off bridge into water
10 Barrel beer point of purchase stand-up display with mountain bikers
10 Barrel Apocalypse IPA grocery store signage
10 Barrel Apocalypse IPA grocery store signage

POINT OF PURCHASE

BOLD stand-up displays

eye-catching signage

pair of legs next to a truck, mountain bike gear, and a box of 10 Barrel Apocalypse IPA
10 Barrel Apocalypse IPA in store floor vinyl showing mountain bike tire marks
10 Barrel Apocalypse IPA in store floor vinyl showing mountain bike tire marks
10 Barrel Apocalypse IPA in store floor vinyl showing mountain bike tire marks
10 Barrel Apocalypse IPA in store floor vinyl showing mountain bike tire marks

FLOOR VINYLS

tread marks in a store? APOCALYPTIC.

10 Barrel Apocalypse IPA signage with image of dirty beer can
10 Barrel Apocalypse IPA signage showing friends having fun
10 Barrel Apocalypse IPA signage showing two friends mountain biking

THE SEND IS NEAR

iphone showing 10 Barrel Instagram feed with image of friends at the lake
iphone showing 10 Barrel Instagram feed with image of Apocalypse IPA can

ONLINE

computer screen showing 10 Barrel product on ecomm website
monitor screen showing joe IPA

PHOTOSHOOT GALLERY

THE

IMPACT

By showcasing the true spirt of 10 Barrel Brewing Co. and authentically relating to their audience - the brand was able to turn a seasonal campaign into evergreen content. This in turn provided bigger budgets to throw bigger parties and continue the fun. In addition, the campaign performed well in secondary markets, and expanded 10 Barrel’s reach outside of their core geography. 

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