Genesee Brewing Company stands as a beacon of brewing tradition in America. With its roots tracing back over a century, Genesee has always been recognized for its relentless commitment to quality, innovation, and community ties. Yet, with changing times come evolving tastes. The challenge? Ensuring this iconic brand keeps resonating with the contemporary beer aficionado. Enter Mr. Smith.
The aim was succinct: seamlessly intertwine Genesee's rich tapestry of history with the dynamism of today's craft beer scene. The solution: "Genesee for '23", an initiative to let the people who love Genesee the most – its loyal fans – play a pivotal role in crafting the future of the brand.
Mr. Smith conceptualized and executed an interactive campaign under the tagline "You Choose." Central to this campaign was a dynamically evolving microsite that guided fans through the journey of beer selection, keeping them engaged with updates on the brewing process.
The results were nothing short of spectacular. The campaign ignited passion and participation among the Genesee community, drawing votes and eliciting discussions from aficionados across generations. It highlighted Genesee's unyielding commitment to its fans, emphasizing that while it's a brand steeped in history, it's also one that listens, adapts, and evolves with its community.