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, a beer for the triumphant with an integrated campaign that inspired can-do attitudes.
Novelty beers have become a replacement for quality.
In the hands of the right brewmaster, the quality and tradition of an IPA can be a great-tasting low-carb, low-calorie triumph.