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

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.

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.