Introducing
TEARS OF THE HIPSTER
The First Craft Beer Brewed From The Tears Of Hipsters
Background:
Last year we launched Garagista Beer Co. to the world with an “Anti-Hipster” campaign that aimed to take craft beer back from the hipsters.
This left a few hipsters feeling rather sad.
Challenge:
The Cape Town Craft Beer Festival was approaching. With 200 beers by 60 breweries on display, we needed to make Garagista, a newcomer to the craft beer scene, stand out amongst the more established brands.
Idea:
We spotted an opportunity to use the hipster despair to our benefit.
We created a special new limited edition beer just for the festival, and gave it a name that was sure to get people talking - "Tears of the Hipster".
In the weeks leading up to the Festival, we created a series of posters that informed the public about our new beer, its special ingredient, and the unusual methods we used to gather the hipster tears.
Results:
Garagista “Tears of the Hipster” was the most sought after and talked about beer at the festival, with more online mentions and engagements than any other brand.
“Tears of the Hipster” sold out in 2 days and was voted best-named beer of the festival.
There was so much demand for the beer, Garagista decided to make "Tears of the Hipster" a permanent product in its range.
Credits:
Agency: FoxP2
Executive Creative Director: Justin Gomes
Copywriter: Alex Goldberg
Art Director: Ryan Barkhuizen
Illustrator: Gerhard Van Wyk
Photographer: Bryan Traylor
Awards:
1st (Outdoor) Place Creative Circle Ad Of The Month
Loeries - Campaign Bronze for In-Store
2nd Place Mark Lives Ad Of The Year
