Muskoka Brewery

In late 2010, Muskoka Brewery decided to dramatically expand its business, going from niche brewery with local appeal to a major independent craft brewer. It worked with Rethink to rebrand the company and all its products, as well as name and design a new beer, Mad Tom IPA.

Rethink put the focus on the handcrafted heritage of Muskoka. The logo and package got a handmade feel, and tiny details were even hidden in the design, like a squashed mosquito on the base of the six-pack.

Print and outdoor work was handmade with the same quirky, obsessive attention to detail. OOH ads were placed near LCBOs, Beer Stores and Muskoka Brewery’s key accounts.

In radio spots, popular cellphone tones “tricked” listeners into checking their phones. The announcer then called this out, and the listener was encouraged to disconnect for a Muskoka moment.

An iPhone app was created that cheekily guides the user through simple instructions to do nothing more than turn off their phone and crack open a Muskoka.

This year has been the best year for sales in the history of Muskoka Brewery. Shipments have outperformed Muskoka’s aggressive targets by more than 40%, and Mad Tom IPA is Muskoka’s most successful product launch in its history.