Background
Leininkugel’s was looking to underscore the connection between their Summer Shandy beer and those carefree summer afternoons spent enjoying the outdoors with friends. Unfortunately, most of Leinenkugel’s audience spent the majority of their summer afternoons stuck at the office.

Solution
This unique situation created the perfect opportunity for Leinenkugel’s to lay claim to a part of the day that no other beer brand owned. All the audience needed was permission to slip out of work a little early on Fridays and take advantage of those summer vibes - and we were more than happy to give it to them. We claimed summer Friday afternoons as our own and positioned Summer Shandy as the perfect daytime companion to unwind and create special memories with friends and family. The campaign featured Facebook, Twitter and Instagram content, a branded badge on the beer app Untappd and even lured former Leinie’s president Jake Leinenkugel out of retirement for a cameo. Thousands took our lead and stepped away from their cubicles and into the sun with a cold Leinie’s in hand.

Results
The campaign set new social-media engagement records for the brand and increased sales nearly 11% over that time.