Following the new trade agreement between the USA and Canada reached in fall 2018, negatively impacting Canadian dairy producers, Farnham saw an opportunity to support dairy producers with the creation of a Milkshake IPA, made with a dairy component: lactose. The overall marketing goal of the offensive was to raise the brand’s visibility, maintain awareness and stimulate sales.

Create a bitter Milkshake IPA beer using lactose from bitter cows following the new trade agreement between the USA and Canada, which negatively impacted Canadian dairy producers.

The strategy capitalized on the political-economic mood to create a bitter Milkshake IPA in support of Canadian dairy producers.

The main target was beer drinkers and more specifically, fans of microbrews.

• Beginning of October: planning and production of teaser video

• November 7: video teaser released

• Mid-November: brewing of first run (1,100 cans x 24 x 473 ml)

• December 10: product launch video posted

• Mid-December: various visuals on Facebook and Instagram as well as in OOH

• End of December: brewing of second run (1,100 cans x 24 x 473 ml)

• The product’s launch helped raise the company’s overall sales by 15%.