Since this was the brand’s very first ad campaign, we knew we had to borrow from the marketing playbook of the world’s biggest, most successful beer brands: we needed a clever slogan. As we put pen to paper, we quickly realized that an IPA as different as Boneshaker CANNOT be described using only one slogan—one doesn’t do it justice. We needed a slew of precious, pithy statements. Thus, our campaign was born.

We came up with hundreds of slogans and handpicked the very best 12 for a 60-second launch spot. We served this up as sponsored and organic ads on social media and pre-roll video on YouTube. We also blanketed the streets with wild postings. We then asked people to write their own slogans on Twitter, Facebook and Instagram using the hashtag #BoneshakerSlogans. A social contest promised the best slogan writer a year’s supply of Boneshaker. For the truly lazy/uninspired, we created a slogan-generating banner ad that played just like your grandfather’s organ except with words. We called it a Slorgan. People loved it.

After only a few months, results for the campaign are strong, yet balanced, just like Boneshaker itself. Year over year sales during the same period are up +39% and the brand’s cult following continues to grow, making it a leading IPA in Ontario.