LAMPLIGHTER BREWING X REI CO-OP
Ongoing Brand Collaboration between Lamplighter Brewing Co. and the REI Co-op.
Overview
Lamplighter Brewing Co.'s ongoing collaboration with REI Co-Op, a national outdoor recreation brand, has been a testament to the power of local connections. I first built the relationship through working with regional marketing staff, and since then have fostered several exciting campaigns between the two brands.
Perhaps the most remarkable collaboration has been the creation of "Well Spoke," a beer specifically crafted for REI's Boston Pedals Together Spring cycling campaign launched in May 2023. Working hand in hand, we meticulously collaborated on recipe creation, label design, and the product's roll-out. To celebrate the launch, we organized a community group ride and a family-friendly bike-themed party that drew in the vibrant cycling communities in the local area. This ongoing partnership has become one of Lamplighter's largest alliances, deeply engaging with the ever-growing world of cycling and outdoor enthusiasts.
Outcomes
Aligned Lamplighter's regional brand with a larger national brand (REI Co-op).
Incorporated REI Co-op's name and brand elements in packaging design for a beer label.
Successfully sold the REI Co-op branded beer across both of Lamplighter’s Cambridge taprooms and distributed it to 80+ local accounts.
Tapped into the outdoor enthusiast and cycling community.
Organized two activation events: a collaborative bike ride cohosted with nonprofit Mass Bike and a launch day celebration at Lamplighter's taproom.
Generated buzz and engagement through a collaborative social media campaign, achieving 6000+ impressions across Instagram, Facebook, and Twitter platforms.