Lagunitas Spoofs HSN in “First Major Integrated Marketing Campaign”

Dear Client: It’s taken a while for Lagunitas to pull the 12-oz. can lever on flagship brand, IPA, but they’re finally pulling it, and they’re marketing the move in a very Lagunitas way. The California brewer will promote the recent rollout of Lagunitas IPA in 12-packs of 12-oz. cans [see BBD 09-18-2019], by launching the "IPA Can Shopping Network Shop."  It’s basically a digital campaign that "spoofs" the Home Shopping Network channel. The “self-deprecating, tongue-in-cheek videos” are hosted by Lagunitas