Leinenkugel's: #LeinieFriday
Hootie Giangreco
Campaign details
Brand: Leinenkugel'sBrand owner: MillerCoorsLead agency: SOCIALDEVIANTCountry: United StatesIndustry: Beer & ciderChannels used: Social mediaMedia budget: Up to 500k
Executive Summary
Leinenkugel's flagship beer, Summer Shandy, is fiercely loved by those who drink it. But with an increasingly-crowded category, the brand was seeing a decline in the total number of new drinkers each year.
So, for the 2015 launch of Summer Shandy, we didn't just advertise the beer. We created #LeinieFriday – a rallying cry encouraging and enabling people everywhere to leave...