Launched on 7 April, to leverage the start of the 2022 Major League Baseball (MLB) season, local brewer Summit Brewing teamed up with the Minnesota Twins to promote a new team-specific Twins Pilsner through a campaign called ‘Beer We Go, Twins! Beer We Go!.
Reworking the iconic ‘here we go’ stadium rallying cry, the campaign was created in harness with creative agency Periscope to promote the brand, the new product and the drinks’ company’s official partnership with the team.
The creative, which launched to leverage the Twins home opener at Target Field (Minneapolis) against the Seattle Mariners, was spearheaded by an ASMR-style video. ASMR, Autonomous Sensory Meridian Response, is a video trend built around relaxing, often sedative sensations and this film encourages viewers to forget about the crack of the bat and roar of the crowd and instead focus on Twins Pils – positioned as a frothy feast for the senses.
As the campaign copy states: “Baseball’s never beer’d so good. Give your ears, and eyes, a tasty treat with this music video celebrating Summit Twins Pils and Minnesota Twins’.
The hero video was backed by a set of regional radio spots, developed with sound house Echo Boys, called ‘Take Me Out’, ‘Beer Ball’ and ‘Charge’.
Twins Pils will be distributed in-stadium at Target Field and through select retailers in Minneapolis, North and South Dakota, Iowa and Wisconsin. The can design includes retro uniform artwork which recalls the jerseys worn by the Twins World Series winning teams in 1987 and 1991.
“Certain auditory cues are deeply tied to the experience of enjoying a crisp beer,” explained Periscope Group Creative Director Scott Dah. “A can top popping open, for instance. Or the sound of beer pouring into a glass. Even a can being crushed has a certain sensory memory to it. So, in the spirit of combining the sounds of drinking beer with the sounds of baseball, we used the familiar ‘Here We Go’ as our base track and enhanced it with one very special instrument: the Twins Pils can.”
“First, we captured every beer audio effect we could imagine,” Dah continued. “Then we imported the sounds and, in some cases, pitched them to achieve certain tones. But since we wanted this to be authentic, many of the effects are completely unfiltered. Our hope is that this branded chant will become part of the Minnesota baseball fan lexicon for years to come.”
We like the retro uniform can desioiogns, although we aren’t too convinced this Twins 2022 team has a shot at the World Series – despite some high-profile off-season additions.
This Twins Pils marketing burst has echoes of Tostito recent campaign based around using familiar product sounds for branding.
Despite a dearth of recent championships, the Twins have notched up some notable recent ad campaigns including 2021’s Clio Sports Award-winning pop-art ‘Underestimated’ initiative.