It’s a hyper-competitive market: Craft brewers seem to be popping up in every strip mall and abandoned warehouse across the country, all with claims of being local and handcrafted.
To inspire millennial beer-drinkers to choose Alaskan Brewing, our Dare to Go There campaign presented this original craft beer as a taste of The Last Frontier – and an inspiration to seek out new experiences
Where is there? It’s far north of the beaten path. Where people go their own way, even if it’s tougher. Where big isn’t big enough and fun knows no bounds. It’s a place where the beer is cold, the people are warm and both are a little bit different. A place Alaskans call home. And while there isn’t always easy to get to, it’s always worth it. Dare to go there.
Touchpoints in the media plan included traditional print, point of sale, digital media, applications and social plans.