Voodoo Ranger IPA
Roulette IPA
We invented a whole new way to enjoy beer: not enjoying it.
Creative / Art Direction / Strategy / Animation / Social
We took our highly rated Juicy Haze IPA and did the unthinkable: We mixed it with Malört. But it wasn’t just about the beer, it was all about the experience. We created a circular six-pack featuring four Voodoo Ranger Juicy Haze IPAs, two Malort-flavored IPA’s, and a spinner to become a literal dare-in-a-can to enjoy with your friends.
Roulette IPA instantly became one of the most sought after beers in the country, with fans lining up for hours in Chicago to try it and gaining over 8 million earned media impressions.
A Match Made in Hell
Malört has an imfamous reputation of being one of the worst tasting spirits out there. In its hometown of Chicago, taking a shot is treated as a right of passage. With an internet cult following and a “love to hate” attitude, Malört made the perfect partner.
This was banned in the Geneva convention.
An actual comment we received.
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