Stone Brewing Turns Rumour of Marketing Mistake on Its Head

Stone Brewing, the US's ninth largest independent craft brewery, has announced its nationwide ‘mishap’ of upside-down labels is not a mistake. In a bold multi-faceted campaign, Stone deliberately applied labels upside down to reinforce that the brewery will ‘Leave No Stone Unturned’, astounding audiences and consumers across the country.

The company’s first-ever advertising campaign was designed in collaboration with Stone’s creative agency, Big Family Table. Creative animation and mixed media studio LOBO helmed twelve short digital and social media spots, celebrating bold risk-taking in this innovative campaign turning fans of the brewery on their head.