New Belgium Brewing "Who Builds Your Beer?"
Nobody wants to be seen as a sell out. It's just a fact of life. And when you're an innovative craft brewery looking to expand outwards into the omniverse, it's even more important to have a positive rapport with your loyal fanboys. So when tasked with building a fresh campaign for the wildly successful craft brewery, New Belgium, I wanted to ensure consumers continued to feel that special loving connection with their favorite brewery as the company rapidly grew out of it's baby britches. Thus, the "Who Builds Your Beer" campaign was born!
This synergistic, multimedia ad campaign incorporates print, digital, social media, in-store, and ambient forms of advertising and aims to maintain the artisan "craft beer" spirt currently associated with the brand. It also establishes a strong connection between the consumer and the people who have dedicated their lives to making New Belgium what it is. Now, New Belgium drinkers can rest easy knowing that even though the company is getting bigger, it's still the same little craft Brewery NoCo aficionados fell in love with years ago. Hipsters rejoice!
This synergistic, multimedia ad campaign incorporates print, digital, social media, in-store, and ambient forms of advertising and aims to maintain the artisan "craft beer" spirt currently associated with the brand. It also establishes a strong connection between the consumer and the people who have dedicated their lives to making New Belgium what it is. Now, New Belgium drinkers can rest easy knowing that even though the company is getting bigger, it's still the same little craft Brewery NoCo aficionados fell in love with years ago. Hipsters rejoice!
Print ad / poster
Coaster/postcard
In-store poster 2
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In-Store Poster 1
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In-store poster 3
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"Who Builds Your Beer" microsite where users can create an "I love New Belgium" badge for use on various social media sites.
Six pack packaging
In Store Display