SUMMIT BREWING COMPANY

The triumphant launch of can in a can

Summit Brewing in St. Paul, Minnesota doesn’t know the meaning of the word “can’t.” They proved the impossible: that a session IPA could be low in carbs and calories — and taste great, too. They named it Triumphant, because the beer is a triumph itself, making it the perfect beer to raise when celebrating everyday accomplishments. To launch this marvelous and flavorful can-do in a can, we positioned Triumphant as, well, beer for the triumphant.

Campaign

Branding

Social

Tough Love

Novelty beers have become a replacement for quality.

True Love

In the hands of the right brewmaster, the quality and tradition of an IPA can be a great-tasting low-carb, low-calorie triumph.

Summit did what many beer drinkers believe is impossible — make a low-calorie, low-carb session IPA in the tradition and quality of a full-flavor IPA. It's called Triumphant. To announce and celebrate this feat, we launched an integrated campaign to praise the triumph of the can-do of doing what others can't, and inspire all beer drinkers' can-do attitude to be a Triumphant one.