As a craft brewery named after an iconic guitar design, SingleCut has just released its most innovative brew yet: Notes IPA. Every detail of the beer’s packaging and user experience … read morehas been designed to get consumers to pick up guitar. Even the pull tabs on cans of Notes IPA have been fitted with a custom-made guitar pick that not only opens the beer, but also pops off for you to play guitar with. A four-pack of Notes IPA comes with four distinct beer labels, each displaying a foundational guitar chord: C, D, G or E-minor. So, when you grip a can of Notes IPA, the can mimics a guitar in your hand and teaches you finger positions for one of the chords. Toronto-based agency Zulu Alpha Kilo developed the entire 360-degree campaign and concept behind the beer – from branding to design and digital extensions. Beyond the chords, each Notes IPA label also includes a Snapchat code that unlocks an augmented reality guitar lesson right on the can. By activating this experience, consumers can hear how basic chords should sound, see how a fretboard should be gripped and even create original guitar licks to share. As part of the campaign rollout, SingleCut is sending custom-made cases of the beer to some of the world’s greatest guitar players, including Jack White of The White Stripes and Canada’s Robbie Robertson of The Band. These cases also include the pull tab picks, original guitar licks and a handwritten thank you from SingleCut Founder Rich Buceta for inspiring Notes IPA.
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