Following its acquisition by AB InBev, Goose Island Beer Co. was ready for national launch. Prior to making its debut, the brand knew that amongst Chicagoans, it was at risk of being perceived as a sell-out; and amongst a national audience, it was virtually unknown. What’s more, the Millennial target in both regional and national audiences didn’t have a shortage of new craft beer brands to choose from. Simply put, Goose Island needed to scale without losing integrity.
To create a brand position that appealed to both audiences, we leveraged Goose’s authentic, urban sensibility with a refreshed identity. This was brought to life through a new suite of packaging designs in tandem with the launch of two new products—312 Urban Pale Ale and the IPA. Following the main line designs was a new look for Goose’s iconic Bourbon County Stout.
A national marketing campaign followed, including OOH, TV, experiential, social and digital. The work offered national audiences a closer look at who Goose Island is and what they value, with special activations in the local Chicago market to engage with its passionate home audience.
These combined efforts resulted in triple-digit growth for the brewery. The IPA alone made its way to top of the category and earned the most engaged fan base of its competitors on Facebook.