Canvas Worldwide and Lagunitas Tap Reddit Users to Help Create New Brew for IPA Day

The NorthernCaliforniabased craft brewer is unveiling a new Reddit inspired beer called UPDOOT DIPA The brew will be available for a limited time at Lagunitas39 Tap Room in Petaluma CA and just like the Reddit users who inspired the drink it will have the same quirky sensibility quotThe personalities of the brand definitely lined up very nicelyquot said Scott Ledder Vice President Group Director for Strategy at Canvas Worldwide quotAnd that was the genius for how this collaboration all came togetherquotThe unconventional calltoaction campaign that began in June involved an engaging promoted post across subreddits such as rcraftbeer raskculinary and rthebrewery asking users to put forward their creative suggestions for a new inventive IPAquotIt wasn39t just asking them for a namequot noted Max Scharf Supervisor of Content Partnerships at Canvas Worldwide quotLagunitas wanted to know what kind of ingredients they would like to see What would be a characteristic of who Reddit is What would Reddit be amp8230 if it were a beerquotFinal touches for the beer39s label design are being made but Ledder said it would be a higheroctane brew of eight percent ABV alcohol by volume Its ingredients will be an quotuber special massive double IPA brewed with Altus Simcoe and Citra Hops for the karmaquotThe results came from thousands of suggestions Scharf addedquotThere were a lot of ideas that came throughquot Ledder recalled quotThe Lagunitas social manager spent hours and hours reviewing and seeing what made sense and awarding Platinum to users with the best ideasquotThat also meant weeding out ideas from quotfolks who weren39t taking it too seriously or were trying to be a little too snarkyquot he saidquotIt39s not easy to gain the trust of the Reddit community as a brand franklyquot Scharf explained quotBut Lagunitas already kind of had their foot in the door because it is a relatable quirky unique humorous brandquotStill he added quotwith every internet exchange comes trollingquot On the other hand the Platinum the highest level of award that can be granted on Reddit for the best contributions goes a long way to encourage the best ideasThe unveiling of the Redditcollaborated beer this IPA Day will be accompanied by a special edition of the site39s popular quotAsk Me Anythingquot session featuring longhaired Jeremy Marshallamp160pictured at top the Lagunitas brewmaster who prefers to call himself a quotbrewmonsterquot in his laconic quotMouthfeelsquot tasting videos for various brews on the Lagunitas site quotDon39t drink this with cherry cobblerquot he warns on the one for the flagship IPAquotIf Reddit were embodied in an individual it would be Jeremy Marshall because of that kind of zaniness and the humorous way in which he brews beerquot Scharf saidquotWe brew a diverse range of IPAs as a bear hug for the worldquot Marshall explained quotSo inviting the Reddit community on a journey to collaborate from our spice rack to the creatively named pint is a perfect celebration of the values we sharequotThe new concoction initially introduced as a small batch brew will not have wide distribution outside of the Petaluma California main tap room for nowNevertheless Canvas hopes that it gains enough wordofmouth from fans to inspire a second batch by Lagunitas the No 1 IPA worldwide for the last 25 yearsLagunitas Brewing Company CMO Paige Guzman said the collaboration has been a good experience quotThe Reddit community provides an openminded and creative outlet for people to express their love of beerquot she noted quotThis honest approach is a perfect reflection of the qualities that we hold dear as great tasting IPAsquotIn five years Canvas Worldwide has become the second largest independent agency in the US due in part to work for large clients like Kia Hyundai Heineken McDonald39s and more Working with a smaller client like Lagunitas though required finding a niche platform such as Reddit Of course the social media site is certainly not a limited one It boasts more than 430 million monthly active users and 42 million daily active users according to figures compiled in 2019Through its IPA Day unveiling the new Lagunitas brew will toast what Scharf called quota very large tip of the hat to the process and the Reddit communityquotPhoto at top courtesy of Canvas WorldwideClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Canvas Worldwide and Lagunitas Tap Reddit Users to Help Create New Brew for IPA Day

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Roger Catlin

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Canvas Worldwide and Lagunitas Tap Reddit Users to Help Create New Brew for IPA Day

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