New Glarus Brewing Company

A step beyond "Only In Wisconsin" in promotion for this family owned brewery with statewide distribution and a national cult following as fervent as any religion. “Come Thirsty, Leave Enlightened” plays on pilgrim and crusade era design motifs and language to inspire a different kind of pilgrimage.

Social

Digital static posts on Instagram posts that will issue the call and drive pilgrims to the full #summerpilgrimage contest details.

Poster

This commemorative poster would function in a similar capacity as the coasters. The design is a parody of a famous Visit Palestine poster from the 30s by Franz Krausz, subtly connecting the brewery with the notion of the Promised Land.

Beer Coasters

Two full sets of these beer coasters would be sent back with faithful pilgrims. One set as keepsakes and the second to bring to their favorite bar in their hometown. 

Billboards

Last ditch efforts to tempt drivers leaving Wisconsin to stock up near the borders to Illinois, Minnesota, and Iowa.