Leinenkugel’s

the story

Leinenkugel’s Summer Shandy is the perfect summer daytime beer. But it started to lose market share as other fruit-flavored beers were coming into the market.

In an increasingly crowded category, the brand was seeing a decline in the total number of new drinkers each year. The ask? Develop a program that would drive volume of Summer Shandy during key summer moments.

the output

Strategy Development

Creative Concepting

Production & Execution

WHAT WE FOUND

People don’t just need a summer daytime beer; they need a little more summer daytime to go along with it.

Most of our audience’s summer daytime wasn’t spent outside, but instead in an office. We had an opportunity to lean into a cultural tension point, and carve out a daypart that no other beer brand owned. We needed to give beer drinkers an open permission slip to leave work a little early on Friday and take advantage of summer.

Immersion

We dug into the research, unearthing truths among our audience and beer-drinking culture.

Audience Research: Defined the common needs and pain points across both audiences

Cultural Insight Development: Identified large cultural trends that were impacting the beer market

Beer Trend Analysis: Dug into the MillerCoors sales data to uncover an ownable consumption opportunity.