Sweetwater Brewing Company has tapped 22squared in creating the beer-maker's first-ever cannabis strain flavored drink, called '420 Strain: G13 IPA.'
“Brands typically approach ad agencies for messaging and campaign development after the product has been established," says John Stapleton, director of innovation and design at 22squared. "In this case, we were the integral partner on the product from its inception.”
With design help from New Uniform, the packaging for the new beer features a skinned version of Sweetwater's trout icon and a smokey backdrop to evoke cannabis culture. The six-pack carrier copy reads, "G13 Strain IPA is a strange new brew indeed. We took an already dank IPA and married its hops with strain specific terpenes and natural hemp-type flavor. The result is an aromatic super-hybrid sticky IPA that’s ready to rip."
Client: SweetWater Brewing Company
Campaign Title: 420 Strain: G13 IPA
Agency Location: Atlanta
Executive Creative Director: John Stapleton
Creative Director: Curt Mueller, Dan Brown
Copywriter: Curt Mueller
Designer: New Uniform
Account Director: Scott Cooley
Production/Maker Studio: Alok Nath
Photographer: Uchechi Anusiem