Tower Federal Credit Union - Case Competition

Gamifying The Banking Experience

Leinenkugel’s roots trace back to 1897, founded as a family-owned beer brand in Wisconsin with a loyal following among lumberjacks. Their breakout hit, Leinenkugel’s Summer Shandy, introduced in 2007, aimed to diversify from their flagship beer and tap into the growing popularity of light-bodied German brews. Its success not only filled a gap in their portfolio but also reshaped the summer beer market. However, increased competition, including craft beers, seltzers, and ready-to-drink options, now threatens Leinenkugel's dominance.

This proposed shopper marketing program seeks to broaden Leinenkugel's Summer Shandy’s appeal beyond the typical summer season, encouraging existing customers to purchase more frequently.

EXPERTISE
Graphic Design
UX/UI
Product Marketing
Content Strategy