Leave No Stone Unturned

Agency: Big Family Table


Stone Brewing, the nation’s 9th largest independent craft brewery announces today that its nationwide ‘mishap’ of upside-down labels is not a mistake. In a bold campaign that extends far beyond the advertisements, Stone turned production on its head, deliberately applying labels upside down to reinforce its message that the brewery will ‘Leave No Stone Unturned.’ The nationwide ‘mistake’ was designed to shine light on all the mistakes made to-date, which allows the company to make the best beer possible. The collective years of trial and error and error and error have ensured that every last detail has been considered from ingredient sourcing and brewing, to distribution and service. Any company can be proud of their accomplishments, but Stone’s unique culture is one that especially celebrates the accomplishments that are sometimes born of failures. Stone’s first upside-down labels began rolling out nationwide in mid-June with no explanation, intentionally catching fans off guard. Today, Stone announces that the labels will remain upturned for the foreseeable future, urging people to look at Stone from a whole new perspective.

This professional campaign titled 'Leave No Stone Unturned' was published in United States in August, 2020. It was created for the brand: Stone, by ad agency: Big Family Table. This Integrated medium campaign is related to the Alcoholic Drinks industry and contains 2 media assets. It was submitted over 3 years ago.


Advertising Agency: Big Family Table


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