Campaign: Give a Pschit

As the premium, craft beer category continued to grow, Hacker-Pschorr needed to increase brand awareness and consideration among males 25-40 in key midwest markets. 

Onion Labs was tasked with developing a creative strategy for digital and social channels that could extend into on-premise activation for key retail partners. By marrying the brand promise of an authentically-German, premium beer with Onion Labs humor and wit, a fresh, new rally cry for Hacker Pschorr was born.