With A Focus On Scale, Lagunitas Appoints Integer Group As First AOR
- by Steve McClellan @mp_mcclellan, November 29, 2022
Petaluma, CA-based The Lagunitas Brewing Company, has chosen Omnicom's The Integer Group as its first agency of record.
The remit includes media, creative, e-commerce and customer marketing.
The assignment comes as Lagunitas is pivoting to a marketing and media strategy designed to drive higher household penetration. (It has a history of sponsoring less-scalable music festivals
and events). Last year the company spent an estimated $3 million on measured media in the U.S., all of it digital, according to agency research firm COMvergence.
Working with
the brand's in-house creative team Integer is developing new brand campaigns that will appear across various media channels, including one that will highlight Lagunitas’ new packaging that is
beginning to roll out onto shelves.
For 2023, Integer will focus on activating the new brand platform "Weirdly Original" with a campaign that will promote the brewer's
double IPA, Maximus.
Other brews in the portfolio include the flagship Lagunitas IPA, Daytime, Hazy Wonder, and a A Little Sumpin’ Sumpin’. It has also
developed a non-alcoholic brew, sparkling hop water and a line hard sparkling teas.
Paige Guzman, Lagunitas’ Chief Marketing Officer stated, “Integer has a
wealth of experience and a knack for the category, strategically and tactically. Our new partnership will give us the ability to punch above our weight. We’re set up to think outside the dreaded
box with breakthrough tactics and media channels that Lagunitas has historically never played in.”
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