After the launch in Brazil, Lagunitas was one of the top sellers IPA’s, but most followers didn’t know what IPA means. That was the problem we solved.

We surfed a trend: posts with wrong answers only and made crazy real-time illustrations with wrong answers to the question: what does IPA mean?

The main insight was a social trend “post with wrong answers only”. And surfing that, was natural for our audience to engage.

After asking “what does IPA means?”, an artist illustrated in real time the wrong answers to create our campaign in partnership with our consumers.

45% more digital engagement, 39% more people attending to IPA Day event, 92% more PR reach. (All compared to last year).