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Sampling of Pyramid Marketing Projects
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Sampling of Pyramid Marketing Projects


Just a small sampling of the marketing projects I worked on while at Pyramid Breweries

Just a small sampling of the marketing projects I worked on while at Pyramid Breweries

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  • 1. Sampling of Shaun Madsen’s marketing projects at Pyramid Breweries
  • 2. Pyramid Distribution
  • 3. New Product Development and Packaging Re-Designs
  • 4. Costco Brewers Box
  • 5. Imperial Hefeweizen
  • 6. Package Redesigns
    2004 - 2007
    2009 - Present
    Redesign extended to bottle labels, 12packs, tap handles, mother cartons, and all POS
  • 7. New Brand PositioningIntroducing lifestyle components and key elements
    Fall 2008
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  • 12. Curve Ball - 2009
    Summer 2009 Variety Pack
  • 13. New Spring 2009 Seasonal
  • 14. Crystal Wheat
    Distributor/Retailer Sell Sheet
    Crystal Wheat Ale is first introduced to the market in April ‘08
  • 15. Curve Ball Seasonal Campaign
    Online creative
    On-premise poster and table tent insert
    New packaging and new Blonde Ale liquid
  • 16. New Brewers Box
    Grocery Brewers Box
    Distributor/Retailer Sell Sheet
    Costco/Sam’s Club Brewers Box
  • 17. Limited Edition Packaging
  • 18. Grocery Promotions
  • 19. Hef Summer Golf Getaway
    In Store Promotional Elements
  • 20. Hef Summer Golf
  • 21. Cooking With Beer ’08 Retail Promotional Program
    6 Pack Bottle Necker
    Case Card POS
    Front side with value offer either on food item or Pyramid product
    Back Side with dinner recipe incorporating Pyramid beer (s)
  • 22. Fly, Fly Away Mariners Sweepstakes
    In Store Promotional Elements
  • 23.
  • 24. Safeway Affinity Programs
    Case Cards
  • 25. Seasonal Campaigns
  • 26. Curve Ball POS
  • 27. Broken Rake
  • 28. Snow Cap Seasonal POS
  • 29. Strategic Partnership Development
  • 30. Applebee’s Custom POS
    Sampling of national account custom seasonal on-premise creative
  • 31. Seattle Mariners Partnership
    Press Release
  • 32. Custom Mariner/Hefeweizen POS
    On Package Sticker
    Distributor/Retailer Templates
    Double Sided Coaster
    Alehouse Signage
    Grocery Base Wrap for Displays
  • 33. C-Store Promotion
  • 34. 7-11 Big Bite Promo – Summer ‘08
    Worked with 7-11 to create store Ringing Instructions
  • 35. Rite Aid California Promo
  • 36. Advertising
  • 37. 2008 Spring/Summer Advertising Campaign
    Northwest Sports Tonight Spring/Summer Sponsorship (KING 5, KONG 6/16 & NWCN 2)
    Click on Folder icon to Play
  • 38. Worked with Advertising Agency on Pre-Production Commercial Sketch
  • 39. Online Creative
  • 40. KING 5 News Sports
    Seattle Times Homepage Sponsorship
    Seattle Times Sports Sponsorship
  • 41. Competitive Marketing Strategy
  • 42. Blue Moon Defense
    Blue Moon Brewery, owned by Miller-Coors, has had tremendous growth within the craft beer industry. The brand has hit the Pyramid Hefeweizen brand quite hard as they both compete in the wheat category, both are garnished with fruit and thus compete for the same customer.
    Through our research we found that most people had no idea that Blue Moon was indeed brewed by a major domestic brewer. Furthermore, our research said that a majority of craft beer drinkers purchase the product because of it’s authenticity and legitimacy to being independent.
    The goal was to execute an integrated guerilla marketing communication campaign to select competitive markets to shed light on the fact that Blue Moon was not a true craft brewer and instead owned by “the big guy”.
  • 43.
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  • 48. Market and Consumer Research
  • 49. Consumer Research
    Who is the Pyramid Hef consumer…?{Research done in Los Angeles and Dallas in April ‘07}
    Drinking with my better half
    Like the outdoors
    Enjoying with a group of friends
    Being outdoors: Hiking, camping and sailing
    Laidback and Cool
    Watching a game with friends
    Underlying sense of sophistication and wisdom
  • 50. 25-35
    Active social life
    Casual / Relaxed
    Into savoring and enjoying different flavors
    Regular game nights
    Sophisticated but not taking oneself too seriously
    Meet the Hefe Target
    “As you grow older, you appreciate the finer things in life. You appreciate the taste and quality…kind of like wine. You are looking for more sophisticated experiences in life.”
    “I’ve become a big wine fan, salsa fan and recipe and cooking fan. I’m finding that becoming a connoisseur of good beer has made me a connoisseur of other things.”
  • 51. Misc.
  • 52. Grocery Shelf Talkers
  • 53. Distributor Truck Campaign
  • 54. Permanent POS
  • 55. Brand Story
  • 56. Beer Education Map
  • 57. New Website
  • 58. Pyramid Distributor Website
    Project Manager for developing new trade website ( that allows sales reps, distributors, and partners to access Pyramid logos, images, sell sheets, packaging design files and logo/brand guidelines.