Craft beer has always had an independent streak, with microbrewers making whatever pops into their heads and kettles. But one popular craft brew is defiant in its recipes and its messaging.
Bell’s Two Hearted IPA, one of the more popular craft brews on the market, keeps growing its fanbase by staying true to its formula and attitude, and that comes across in a new campaign from Solve, Bell’s Brewery’s creative agency.
In its first work for the brewer’s flagship beer, Solve shows that Bell’s doesn’t do trend-chasing, instead saying the beer will “Never Trend.” The campaign celebrates the beer’s steadfast consistency over the years. Since launching in 1997, Two Hearted has stayed true to its original 100% Centennial hop formulation and classic oil-painted trout for a label. The beer has won numerous awards and multiple nods as the top-rated beer in the country—as voted by the American Homebrewers Association.
The campaign, which looks to fuel growth as the brand expands its distribution footprint, brings a deadpan voice to Two Hearted.
One spot features the trout artwork from the can and states that if the brand cared about trends, it would put cool comic book art on its label. But it doesn’t, so it has the same trout it’s had since 1997.
“We loved this campaign idea the very minute Solve brought it to the table,” said Scott Powell, senior director of marketing at Bell’s Brewery in a statement. “It stays true to the brand and everything our fans love about it.”
Out-of-home efforts carry the same tone, with one billboard stating “Not new. Not improved.”
“This was a gift of a client brief,” said Solve chief creative officer/partner Kathleen Wille in a statement. “It’s a rare beer brand that stubbornly stays the course for over 25 years. So, we had to fight every urge to overcomplicate or overdesign the work.”