Beer We Go, Twins. - Summit Brewing Co. | Clapboard Ad Archive
Beer We Go, Twins from Summit Brewing Co. and the Minnesota Twins, developed by Minneapolis agency Periscope, positions the newly minted Twins Pils as a rallying point for regional pride and craft culture, framing the pilsner as the official beverage of baseball season for Minnesota fans in Year 2022. The creative strategy is unambiguous — fuse the ritualistic, nostalgia-rich appeal of America’s pastime with the multisensory experience of craft beer by leveraging an original music video, where the familiar soundtrack of a ballpark is built from the ASMR-rich sounds of cracking cans and pouring pilsner, set against a thematic track reminiscent of stadium anthems. At its core, Beer We Go, Twins taps into the “one team, one territory” mindset, inviting consumers to view Summit Twins Pils not just as a drink, but as an embodiment of community connection, shared loyalty, and the celebration of return-to-season rituals unique to Minnesota’s sporting landscape; it’s a conceptual move that sits squarely in Clapboard’s FORMAT#9 — Symbolize the Benefit — using creative symbols and heightened production techniques to viscerally evoke the aspirational enjoyment associated with the brand, rather than relying on straightforward product demonstration or narrative storytelling. The regional focus is unmistakable: by integrating longstanding local traditions and sensory cues that trigger memories of both the game and the communal joy of drinking craft beer, Periscope crafts a campaign that speaks directly to geographically defined, culturally entrenched audiences, in a market category crowded with both national and challenger brands. The co-branded campaign’s visual and auditory palette is laden with references that will resonate instantly with Midwestern fans — from subtle team iconography to understated allusions to ballpark pageantry — reinforcing Summit Brewing Co.’s identity as the hometown craft authority, while the integrated approach spans in-stadium, social, and digital activations to align product discovery and fan engagement. This marketing architecture underscores the ongoing convergence of sports enthusiasm and premium beverage enjoyment in the Food & Drink space, with every asset designed to spark conversation and deepen consumer allegiance through a sense of shared experience. Clapboard rates this 63/100. By channeling the emotional texture of baseball season into a sensory-led creative idea, Beer We Go, Twins signals how brands in niche markets can achieve cultural resonance through symbolic storytelling that elevates product enjoyment into a feeling of regional belonging.
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