Canvas Worldwide, Adweek’s groundbreaking media agency of 2020, previously worked with Heineken USA, but the Lagunitas brand is largely independent of Heineken. We met with Paige Guzman, who recently joined Lagunitas as CMO of Pax Labs, to discuss the brand’s appointment and marketing for the future.
This interview has been summarized for the sake of clarity and brevity.
Adweek: How does Lagunitas try to differentiate its brand and keep growing in a time with so much competition from other larger breweries and local microbreweries? What is the role of planning and buying media in this process?
Paige Guzman: Lagunitas has the number one IPA in the world. And we pride ourselves on having an IPA for everyone, anywhere, anytime. When people think of an IPA, we want them to think of Lagunitas. We are very excited to work with Canvas when we get our IPA-related message across to a wide audience through our media strategy and planning.
How has Lagunitas adapted to the effects of the pandemic? How can Canvas help the brewery meet the resulting challenges?
I’m incredibly proud of our marketing team. The entire Lagunitas family has been able to improvise, adapt and overcome as we continue to deal with the ongoing crisis. After the pandemic hit, we had to take our marketing playbook and toss it out the window. Given the current circumstances, we knew we needed to focus on our core portfolio and find creative ways to bring beer to our fans, including delivery and e-commerce platforms.
What will that relationship be like in 2021? Can you tell me about changes in media strategy?
Our relationship with Canvas is based on trust, collaboration, a willingness on both sides to try new things, and an openness to see what works and what doesn’t. As for specific changes to our media strategy, all you have to do is wait and find out, but we’re excited to see what’s in store!
How does Lagunitas assess the importance of the non-alcoholic beverage category? How strong will this be for Lagunitas on the way into 2021 and will Canvas be involved in campaigns for alcohol-free offers?
We know there is a great opportunity in the alcohol-free space, which is why we are excited to launch our first N / A IPA in early December. We’re investing heavily in IPNA from dry January and through 2021 and look forward to working closely with Canvas on a variety of campaigns next year.