Solve's New Campaign for Solid Gold Premium Lager Celebrates Rebellion

Solve’s campaign for Founders Brewing Company’s new premium lager, Solid Gold, highlights the brewery’s hell-bent philosophy of taking risks.

Representing an active play from Founders to go after a larger segment of beer drinkers outside the confines of craft, Solid Gold is a departure from the Grand Rapids, MI-based brewery’s typical line-up of bold, heavy hitting ales. It’s their take on a classic, mass style – a drinkable premium lager brewed with the highest quality ingredients.

Anchored by the tagline “Brewed To Take On Life,” the beer’s messaging centres around ignoring the voice inside your head that urges you to play it safe. Using video,print, point-of-sale and digital/social content, the Solid Gold campaign marks Founders’ largest-ever marketing effort in its 20-year history. Media partners include Hulu and Esquire. “We’re continually inspired by Founders’ bravery and dedication to brewing what they want to drink,” said Andrew Pautz, Solve Account Director. “It takes guts to go head-to-head with mass beer.... it’s something most craft breweries wouldn't ever imagine doing.”

The campaign breaks March 5, in conjunction with Solid Gold’s national distribution roll-out.