Two Hearted IPA’s new campaign celebrates its utter disdain for what’s trending

In a world of change, deadpan ads from Solve help Bell’s Brewery lean into what hasn’t changed since 1997.

Published On
Mar 24, 2023
Two Hearted IPA billboard showing a can of the product and the headline "Not new. Not improved."

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In a world where marketing strategies seem to change every 15 minutes, brands can find success in consistency. This is particularly true in categories where trends are all the rage—which is most of them, including the craft-beer business.

A new campaign from Solve for Bell’s Brewery’s Two Hearted IPA has some fun in categorically rejecting all trends, with deadpan OOH and video spots that lean into the beer’s 26-year heritage.

Feel like that trout logo is a bit long in the gills? Sorry, it’s not going anywhere. Hankering for a triple-hop and words other than hankering? You can show yourself the door. Because Two Hearted IPA isn’t changing what’s worked since ’97.

Two Hearted IPA billboard that reads "If you're never in fashion, you can't go out of fashion."

Along with the billboards, three spots distill the idea down to a product shot, a pour, and a guy tying a fly to fish with—and he’s not even on TikTok.


The campaign also includes Instagram carousels showing the evolution of the brand and recipe, with unchanging images year after year.

“We loved this campaign idea the very minute Solve brought it to the table,” said Scott Powell, senior director of marketing at Bell’s Brewery. “It stays true to the brand and everything our fans love about it.”

“This was a gift of a client brief,” added Solve chief creative officer/partner Kathleen Wille. “It’s a rare beer brand that stubbornly stays the course for over 25 years. So we had to fight every urge to overcomplicate or overdesign the work.”

The “Never Trend” campaign will also span radio, retail and social as Two Hearted IPA expands its distribution footprint. Solve was named creative agency for the craft brewery last fall. The new work is in marked contrast to the last beer campaign we saw from Solve—an effort launched in January for New Belgium Brewing’s Fat Tire that was all about change, including a new formula and new label.


Mar 24, 2023
Client :
Bell's Brewery
Agency :
Chief Marketing Officer :
Shaun Belongie
Senior Director of Marketing :
Scott Powell
Brand Manager :
Carly Davis
Associate Brand Manager :
Emily Piper
Chief Creative Officer :
Kathleen Wille
Executive Creative Director :
Brian Platt
Associate Creative Director Copy :
Joe Stefanson
Associate Creative Director Art :
Nic Brenden
President :
Ryan Murray
Account Director :
Ky Anderson
Account Manager :
Jared Miller
Project Manager :
Abbey Jensen
Producer :
Jake Johnson

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