Canvas Worldwide and Lagunitas Tap Reddit Users to Help Create New Brew for IPA Day
The Lagunitas Brewing Company, the brewery responsible for the #1 selling IPA in the world and backed by a 25-year history of making hop-forward and innovative craft brews, is working with Canvas Worldwide, the world’s second-largest independent agency as well as the fastest-growing media communications and services agency in North America, to launch an untraditional partnership with Reddit. The campaign will include beer-focused illustrative posts, an “Ask Me Anything” (AMA) conversation with Brewmonster Jeremy Marshall, and a special one-off beer inspired by Redditor comments that will be served for a limited time at Lagunitas Tap Rooms.
“There are few things Redditors love above crazy stories and beer,” said Scott Ledder, Canvas Worldwide VP, Client Lead for Lagunitas. “In a perfect marriage, we brought Lagunitas to Reddit in order to create engaging content that would be native to the platform while still offering a unique experience for Reddit’s passionate audience.”
The campaign, which kicked off with illustrative posts in June 2021, has already been well received by Reddit users and Lagunitas fans alike. There have been custom takeovers in the food, drink, and comedy sub-Reddits, and promoted posts that match the style and notes of Redditor comments.
“The Reddit community provides an open-minded and creative outlet for people to express their love of beer,” explained Paige Guzman, CMO for Lagunitas Brewing Company. “This honest approach is a perfect reflection of the qualities that we hold as dear as great-tasting IPAs.”
Lagunitas is also brewing up an AMA Conversation with its Brewmonster Jeremy Marshall for IPA Day on August 5th, 2021 at 11am PT. Marshall is responsible for some of the tastiest sips from the world-famous beer. The brewer will also be introducing a totally new, Reddit-inspired small batch on IPA Day.
“We brew a diverse range of IPAs as a bear hug for the world” explains Jeremy. “So, inviting the Reddit community on a journey to collaborate from our spice rack all the way to the creatively named pint is a perfect celebration of the values we share.”
The Reddit-inspired small batch will be introduced on August 5th for IPA Day and served in all Lagunitas Tap Rooms as a limited release. Read more about this collaboration on MediaVillage.