SingleCut Beersmiths: Big in Japan

SingleCut Beersmiths, a brewery, launched its IPA in Japan by creating packaging made of QR codes that acted as musical puzzles for consumers to solve before revealing the new brand of beer they were drinking.

Campaign Summary

SingleCut Beersmiths was founded on a love of hops and vinyl. Beloved in its native New York, the brewery was ready to take next the big leap - international distribution in Japan.

Faced with a small budget, one of the world's most expensive media markets (Tokyo) and an established craft beer culture, we had to find a smart way to introduce the brand to a completely new consumer group.

Our insight: Use mobile as the main media vehicle to lean into Japan's incredibly creative gaming culture and create a memorable and distinct drinking experience.

With that in mind,...

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