Thirst For Adventure
2021 Desert IPA 360 campaign
The "Thirst For Adventure" is a true 360º campaign that is three years in the making and built on relationships and responsibility messaging. Hazy IPA gives a cents per case donation to the National Parks; Grand Canyon Conservancy, Zion Forever Project, and Western National Parks Association. WNPA was picked specifically because they consist of smaller parks and national monuments, with a footprint that matches our expansion territory. We expanded the program with uniquely curated glamping and festival experiences to the National Parks, as well as impactful community events, and elevated consumer facing events that showcase the program. -
Hook 1: Cents per case donation
to the National Parks.
Hook 2: Expanding the program
with uniquely curated experiences
involving the National Parks
distributed via QR code, with
unique codes by state, and tools
developed specifically for
accounts.
Hook 3: Wild Tribute Collaboration
Hazy IPA Limited Edition 12 packs.
Hook 4: AZ Lottery collaboration
with Circle K, aligned with
Cactus Cash.
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Bringing the program around to
support and build community
efforts, as well as creating unique
events that showcase the program
to the consumer, media, influencers,
key accounts and KAMS. We intend
to build our community with
partners and consumers as a go
to for community event
opportunities.
Events:
Thirst For Adventure
Beer Dinner
Save Our Saguaros
Four Peaks Mountain
Clean-up
Keep Nature Wild
community clean-ups
Partner with Keep
Phoenix Beautiful
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Wild Tribute: Collaboration with
Wild Tribute to give back to
the National Parks with every
purchase, showcasing the
Hazy IPA program.
Desert Life Donation Tee:
Expand with the saguaro program,
where each tree helps plant a
saguaro; Desert Life Donation tees.
Annual Parks Pass:
Become a third party retailer of
the Annual Parks Pass.
TFA Kit: Create a kit to
upsell at BOHO Camper vans
to all renters coming through
with the Annual Parks Pass.
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We adopted the Four Peaks
Mountain wilderness in 2021
and committed to clean-ups
and revegetation events supporting
the repopulation of saguaro after
the devastation from the Bush
fire in 2020. The Arizona Lottery
saw this effort and connected on
a program with Circle K, aligning
Four Peaks and this event with
Cactus Cash throughout Arizona,
buy 2 sku's of Four Peaks and get
a Cactus Cash for $1. We
collaborated on the prizes,
and the proceeds go to the
project.
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We host a Thirst For Adventure
sunset beer dinner overlooking
the Four Peaks Mountains and
benefiting the National Parks.
We host media, influencers, key
accounts and key account
managers. This dinner showcases
our desert IPA’s, our pub kitchen
and food truck as a sit down full
service beer dinner. You will find
raffles, freebies, educational Parks
info, live music, wagon rides,
photo ops and live fires with
smores. One lucky attendee will
win a BOHO 3 day 2 night excursion.
