Periscope was enlisted to design a can and a campaign that appealed to a shared belief in “One team, one territory” to promote the new brew to Twins fans and beer drinkers across the region.
Inspired by celebrating two Minnesota legends in the two-time world champion Twins and a local craft beer pioneer of over 35 years, we kept the look classic with a package design based on the Twins 1980s throwback jerseys.
Digital and radio advertising likewise fused the love of beer with the love of the game, inserting Summit Twins Pils into the standard sights and sounds of Twins baseball.
To generate additional buzz just in time for the Twins home opener, we partnered with local Minneapolis music and sound design company Echo Boys to create an original musical track made up of the thirst-inducing sounds of cracking open, pouring and enjoying a crisp Summit Twins Pils.
Layered over the notes of the well-known “Here we go Twins” chant, the ASMR-style video appeared on Summit and Twins social channels to get both beer and baseball fans on board with a new stadium rally cry.
With features in Ad Age, Adweek, Sports Business Journal, Ads of the World and The Minneapolis Egotist as baseball season began, we’re already considering the results a home run!