As part of an ongoing project with independent publisher Faber & Faber, Beak collaborated to turn cans of Double Dry Hopped (DDH) ale into a means of sharing a 1000-word excerpt from author Lally MacBeth's The Lost Folk. Most beer cans are limited on space and can only provide the most important details—the name of the brewery and beer, and sometimes tasting notes or quirky branding copy—and since the design demands even more room, the extra-long and peels open.
On Instagram, Beak appealed to beer lovers and the reader community alike by giving fans the chance to win a 12-pack of The Lost Folk DDH Pale and a hardback copy of Lally MacBeth's thought-provoking book, The Lost Folk, by asking them to guess the three types of hops used in the beer.
Key Themes Behind This Trend
- Literature-merging Packaging
- Integrating book excerpts into beer packaging allows consumers to engage with literature in unexpected places.
- Interactive Consumer Engagement
- Engaging consumers through online challenges tied to product promotions creates an interactive and immersive brand experience.
- Literary-inspired Collaborations
- Cross-industry partnerships between publishers and beverage companies illustrate a creative approach to co-marketing.
Where This Applies
- Beverage Industry
- Incorporating storytelling into packaging offers the beverage industry a novel way to differentiate products and connect emotionally with consumers.
- Publishing Industry
- Partnering with consumer product brands provides the publishing industry with unconventional channels to reach broader audiences.
- Marketing and Advertising
- Creative cross-promotional campaigns showcase opportunities for innovation in both engagement tactics and brand collaboration.
