four-dots projects
Jul 15|New Belgium

Launching an “Illegal” Product with New Belgium

In 2018, New Belgium Brewing was launching The Hemperor, a new hemp pale ale, and Backbone had to get creative to work around cannabis-related social platform restrictions.

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Backbone took a multi-channel media approach to the Hemperor launch, with a digital takeover Rolling Stone’s homepage, OOH placements in Brooklyn, Chicago, Charleston and Denver, and tongue-in-cheek creative that avoided — and called out — cannabis advertising restrictions on Facebook and other platforms. Embargoed press coverage and a coordinated influencer campaign launched simultaneously with the broader campaign for a coordinated paid and earned media campaign.

Rolling Stone homepage takeover
Influencer campaign with Inkwell Media
Brooklyn hand-painted Hemperor mural
Brooklyn hand-painted Hemperor mural
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