“Beer We Go” campaign for Summit scores a home run

We were thrilled to be tapped for the launch of Summit Twins Pils, an award-winning, traditional, unfiltered German-style pilsner released as part of Summit Brewing Company’s partnership with the Minnesota Twins baseball team. The new year-round brew embodies both brands’ belief in “One Team. One Territory.” and features a throwback jersey-inspired look with the iconic Twins team logo on a field of baby blue trimmed with navy and gold.

To generate buzz for the new beer, we partnered with Echo Boys, a Minneapolis music house and sound design company, to create an original ASMR-style track that layered the various sounds of popping open, pouring and enjoying the crisp pilsner over the familiar “Here we go” chant. Muse called the thirst-inducing video, released just in time for the Twins home opener at Target Field, “a frothy feast for the senses.”

The campaign also includes radio spots that playfully capture the perfect pairing that is Minnesota’s hometown baseball team and original hometown craft beer.