The challenge: save a brewery’s classic beer from the endangered species list. Borrowing from its Deer Beer heritage, we first updated its appeal with a new bottle and packaging design. Next, to boost taplines at key clubs and taverns, we put together an exclusive concert series and surrounding campaign featuring top indie bands such as Spoon, Mason Jennings and the Brian Jonestown Massacre. There was a 500 percent increase in tapline placement, sales were as robust as a pint of Schell’s Dark and the campaign won an EFFIE – the industry standard in marketing effectiveness.