Lagunitas is the best-selling IPA beer in the world and has always raised awareness for different dog issues. Since its first brew, Lagunitas has chosen to help dogs as its main brand purpose because of the connection the brand creator had with these animals.

In 2020, they asked us to come up with a campaign to talk about pet adoption - a territory that had always been a part of their brand purpose strategy, as every year thousands of rescue dogs wait to be adopted in shelters.

Our goal was clear: raise awareness for the brand and help our rescue center partners in Brazil to have as many dog adoptions as possible.

Lagunitas loves dogs so much that there’s even one of them in our logo. That’s right: every single Lagunitas bottle that comes out of our factory carries the Lagunitas dog with it. So, to give rescue dogs the visibility they need, we decided to donate this valuable asset.

We donated our logo by changing the famous Lagunitas dog - that was a part of our identity and a treasured brand icon for decades - to different rescue dogs that were waiting for a home.

A campaign that turned thousands of beer bottles into ads for rescue dogs.

In order to find and grab the attention of potential dog adopters that had the biggest chance of adopting a dog, we created a special distribution strategy.

This limited edition showed dozens of rescue dogs and their personal information and was sent out to bars and markets around the areas where our dog shelter partners were located.

The dog shelters only accepted adoptions when people came first into the adoption center and had a quick interview. So, we only distributed our special edition to points of sale around these shelters, since most people are less likely to take long trips to adopt a dog.

To increase the chances of adoption, we created stories for each dog as if they were telling people a little bit about themselves.In every bottle people could see the general information about a rescue dog (age, color, weight) alongside a small story to attract their adopters

To make this idea come to life, we had to follow a short timeline. First, we visited the rescue center partners (Amigos de São Francisco and Natureza em Forma) to take pictures of each dog and put them on our logos.

Then, we took the pictures and created small illustrations of each dog that resembled the illustration style that was already a part of our logo. We also created an extension of our label where people could see more information about the rescue dog (age, color, weight, its story).

Finally, we printed out thousands of new labels to substitute the regular ones and distributed them to hundreds of points of sale around the dog shelter partners with a URL for people impacted by our campaign.

The “Donate The Logo” campaign helped raise the number of dogs adopted by our partner rescue centers throughout a one-month campaign. All the 40 dogs that appeared in our logos found a new home.

And the initiatives also helped put Lagunitas in the spotlight. In less than 1 year in Brazil, the brand became the best-selling international IPA in the country, and the fourth best-selling overall.