SingleCut Notes IPA

Background

Notes IPA is the first beer crafted to teach you guitar. Each Notes IPA label displays a foundational guitar chord: C, D, G or E minor. Simply grip the can like you would a guitar to learn the finger positions for each chord. By scanning the Snapchat code on the label, you can activate an augmented reality guitar lesson right on the can and turn it into a playable instrument. And the pull tab is even fitted with a custom-made guitar pick – designed to pop open the beer and pop off for you to play with.

Insight

Beer isn’t typically seen as something that improves your guitar skills.

Results

Notes IPA sold out twice as fast as an average SingleCut release. And in addition to being the rock ’n’ roll-inspired brand’s most successful social initiative to date, the augmented reality lens also performed 500% above average engagement rates for Snapchat.

The project was featured on Dieline, Guitar World and has been covered extensively by the global trade press, including being an Editor's Pick of the Day on Ad Age.