Repositioning to Strengthen Relevance in a Changing Market

Founders All Day IPA

Founders Brewing Co., one of the top ten craft breweries in the U.S. and maker of the very popular All Day brand of IPAs, operates in an exciting but challenging category. As consumers were broadening their drinks repertoire into spirits and seltzers, craft beer was losing share of mind and occasion. And the sessionable beer segment of craft where All Day reigns supreme was shrinking along with it. Trinity helped reposition, redesign and re-activate All Day to expand reach and occasions, to re-engage lapsed consumers, and to accelerate growth by attracting new ones.

Brand Strategy
Messaging
Tagline Development
Identity Toolbox
Packaging Systems Design
Communications Strategy
Campaign Strategy
Omnichannel Strategy
Campaign Development
Campaign Key Visual Design
Campaign Calendar
Creative Strategy
Brand Voice
Category, Audience & Brand Audits
Workshop Facilitation

We first developed a brand strategy and overarching message of “With All Day you can HAVE IT ALL” – calling out the unique promise that only All Day can deliver on. All Day’s line of perfectly balanced craft beers are deliciously flavorful AND refreshing, high quality AND easy drinking. That perfect combination of product features delivers a huge emotional benefit – there’s nothing else like them and never any need to compromise, so consumers can truly HAVE IT ALL.

Founders Brewing All Day IPA packaging designs and beer pour.

Founders Brewing All Day IPA 15-pack packaging on shelf.

The package design takes you there with imagery of different worlds, worlds inspired by the style of IPA. Graphics make a splash, popping at retail and promising the refreshing, easy drinking and flavorful experience that All Day is known for.

Founders Brewing All Day IPA behind the scenes video campaign shoot.

The most recent campaign, ‘Have It All with All Day’ communicates - and takes visual ownership of - the message that with All Day you really can have it all. The canoe becomes a dynamic and central brand symbol throughout activation of this newly repositioned brand. In the campaign the canoe literally drops into scenes where people are enjoying All Day, happily surprising them and taking them directly to that feeling, showing that with All Day, you can tap into that feeling anywhere at any moment.

Founders Brewing All Day IPA Have it All social media posts.

The new “Have It All with All Day” messaging tested off the charts, and the newly repositioned brand has reversed previous year-over-year downward trends.