BELL’S OFFICIAL
A Delicious Launch.
Beer drinkers are getting harder to impress, less loyal and increasingly discovering new places to drink beer. Bell’s wanted to continue their history of inspired brewing by creating a new Hazy IPA to meet the demands of their passionate IPA fans looking for their next favorite beer.
The Original is Bell’s answer to the Hazy IPA trend. It is a blend of two of their most popular beer recipes bringing together the Hoppiness of Two Hearted Ale with Citrus Zing of Oberon. We created a brand for this new beer to capture the authenticity of this flavor and combined it with the sophistication of Bell’s craft beer legacy.
The creative campaign manifested itself into every container option available, from Bottles and Kegs to Cans and Tall-boys. We created a series of elements to introduce this new craft beer player through all of the Bell’s social media platforms and of course the website.
Bell’s Official has quickly become one of the brewery’s flagship beers and is on the schedule for year round distribution.
Results
After a successful launch, Bell’s Official is available year round and is distributed nationally. It also has over 141k check-ins on Untappd, and still earns over 1,500 monthly check-in’s each month.