Rouge River
Locals only IPA
Rouge River Brewing wanted to do something special for the people who actually live here. So we brewed Local Only IPA — a beer made for Markham and Markham only. No tourists in line, no downtown hype, just a small-batch IPA for the folks who call this place home. The campaign leaned into the little details of Markham life and turned them into a badge of honour you could actually drink. The trick? To buy this beer you need to do a test on lie detector.
We also created ads that led to a microsite where visitors could take a quiz to prove they’re from Markham and unlock a discount at the taproom.