Building an Integrated Launch Strategy

Case Lagunitas

 

  • Lagunitas has a storied history of merging beer and cannabis and solidified their innovation in the market as the first major brewery to launch a THC-infused beverage. Lagunitas came to Stripe to help them plan and execute the July 2018 launch of Hi-Fi Hops, a THC and CBD-infused Sparkling Water.

  • Given Lagunitas’ history with cannabis, we first analyzed previous efforts related to cannabis to understand audience targeting and inform messaging.

    Aligned to the announcement, we crafted digital and paid media strategies that amplified positive earned coverage and sustained the conversation around the product +1 month.

    To ensure we stoked interest beyond the launch and told deeper stories around the brand’s cannabis commitment, we leveraged affinity data to identify and curate a media partnership with National Geographic that elevated and amplified the product story and positioned the company to new audiences in compelling and authentic ways.

    • Results of Stripe’s strategic support and activation around the Hi-Fi Hops launch:

    • Strong message pull through affirming Lagunitas as the first major brewery to launch a THC beverage and highlighting its executive leadership and smoking business strategy

    • Secured 400+ pieces of media coverage, including placements in Forbes, Drink Business, Leafly and AdAge

    • Drove leading share of voice amongst competitors during announcement phase

    • Generated 1.8k digital mentions and 63.3k digital engagements

    • The Nat Geo partnership resulted in the most engaging digital activation ever for the brand