August Schell’s was looking for a way to remain relevant in an increasingly competitive craft-beer market. We helped them relaunch their signature Schell’s Dark as Deer Beer, an alternative to the super hoppy IPAs that were taking over the category. Our new brand campaign played up their heritage and embodied the voice of the deer prominently featured on the label.

To reintroduce people to Schell’s Dark, we staged concert events featuring nationally known Indie bands. The only catch is you can’t buy tickets. Instead you had to win them by attending one of the handful of bars that actually had Schell’s Dark on tap.