NEW REALM BREWING CO.

Scenario
New Realm was developing a new non-alcoholic IPA. While they had a killer Grim Reaper can design, they were looking for a strategy and positioning for the beer.

The Practical Approach
NA beers often just focus on communicating the lack of alcohol in the beer. From a consumer perspective, however, they are often viewed as the death of fun. We wanted to turn this perceived negative on its head.

Our Practically Dangerous Solution
We developed a positioning that New Realm’s NA IPA kills the alcohol but not the flavor — and especially not the fun. We kicked things off with a campaign for Dry January (called “Bone Dry January,” of course), and used the Reaper to show you can still have fun without alcohol. This represented just the tip of the scythe of where this campaign can go, and there’s much more to come in the future.