Tim White, Creative Director and Josh Witherspoon, Creative Director
Associate Creative Director
Following its acquisition by AB InBev, Goose Island prepared for its national launch. While the beer was a popular choice among Chicagoans, it was at risk of being perceived as a sell-out by its core consumers, and among a national audience, the brand 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 being perceived as ingenuine by their core consumers.
After determining that both national and regional targets desired authenticity, quality and a sense of discovery over anything else, we translated Goose Island’s distinctively Chicago values into a brand experience grounded in craft, feel and texture. Following the hops' journey from Elk Mountain Farm to the pint glass, the spot highlights the hard work, care and quality that goes into Goose Island IPA.
Since Goose Island's national launch, results have been largely impactful to the brand. With over 200% growth since VSA's packaging and campaign debuted and 69% view-through rates on our digital video pre-roll, Goose Island continues to grow. And, perhaps most significantly, the IPA is now rated #2 from #17 in the category and Goose Island boasts the most engaged Facebook page in its category.