In the early 2000s, Stone Brewing helped make the West Coast IPA famous. But recently, their growth had slowed as their fans moved onto newer, smaller microbreweries.

With their first advertising campaign ever, Stone wanted to get their old fans to give them another shot. And they needed to make a national impact. The one catch? They only had a regional media budget.

Stone is absolutely obsessed with brewing great beer. From globally sourcing the best ingredients to keeping their beer ice-cold from the brewery to the store, there is no length they will not go to. In the pursuit of craft beer perfection, we realized that they Leave No Stone Unturned.

To launch this new tagline, we flipped the labels on every single can and bottle of Stone, making every beer on the shelf an attention-grabbing piece of out-of-home advertising. This lent Leave No Stone Unturned a second meaning: a call-to-action to fans to try every beer in Stone’s extensive lineup.

We launched the campaign by releasing upside-down labels on cans and bottles nationwide. But since we did this without letting anyone in on the big idea, beer fans had a field day on social media calling out our big “mistake.” After the buzz built, Stone’s founder shared a video explaining the campaign. Once the cat was out of the bag, we rolled out an integrated campaign highlighted by billboards, social videos, POS, print, truck wraps, and more.

By turning the label of every bottle of Stone upside down, our campaign generated over 217 million impressions nationwide.