Sampling of Pyramid Marketing Projects

Sampling of Shaun Madsen’s marketing projects at Pyramid Breweries

Pyramid Distribution

New Product Development and Packaging Re-Designs

Costco Brewers Box

Imperial Hefeweizen

Package Redesigns
2004 - 2007
2007-2009
2009 - Present
Redesign extended to bottle labels, 12packs, tap handles, mother cartons, and all POS

New Brand PositioningIntroducing lifestyle components and key elements
Fall 2008

Curve Ball - 2009
Summer 2009 Variety Pack

New Spring 2009 Seasonal

Crystal Wheat
Distributor/Retailer Sell Sheet
Crystal Wheat Ale is first introduced to the market in April ‘08

Curve Ball Seasonal Campaign
Online creative
On-premise poster and table tent insert
New packaging and new Blonde Ale liquid

New Brewers Box
Grocery Brewers Box
Distributor/Retailer Sell Sheet
Costco/Sam’s Club Brewers Box

Limited Edition Packaging
Grocery
Costco

Grocery Promotions

Hef Summer Golf Getaway
In Store Promotional Elements

Hef Summer Golf

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)

Fly, Fly Away Mariners Sweepstakes
In Store Promotional Elements

Safeway Affinity Programs
Case Cards
Coupons

Seasonal Campaigns

Curve Ball POS

Broken Rake

Snow Cap Seasonal POS

Strategic Partnership Development

Applebee’s Custom POS
Sampling of national account custom seasonal on-premise creative

Seattle Mariners Partnership
Press Release

Custom Mariner/Hefeweizen POS
On Package Sticker
Distributor/Retailer Templates
Double Sided Coaster
Alehouse Signage
Grocery Base Wrap for Displays

C-Store Promotion

7-11 Big Bite Promo – Summer ‘08
Worked with 7-11 to create store Ringing Instructions

Rite Aid California Promo

Advertising

2008 Spring/Summer Advertising Campaign
Radio
Television
Northwest Sports Tonight Spring/Summer Sponsorship (KING 5, KONG 6/16 & NWCN 2)
Click on Folder icon to Play

Worked with Advertising Agency on Pre-Production Commercial Sketch

Online Creative

KING 5 News Sports
Seattle Times Homepage Sponsorship
Seattle Times Sports Sponsorship

Competitive Marketing Strategy

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”.

Market and Consumer Research

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
Approachable
Watching a game with friends
Underlying sense of sophistication and wisdom

25-35
Mature
Active social life
Casual / Relaxed
Cooking
Traveling
Experimenting
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.”

Grocery Shelf Talkers

Distributor Truck Campaign

Permanent POS

Brand Story

Beer Education Map

New Website

Pyramid Distributor Website
Project Manager for developing new trade website (www.marketing.pyramidbrew.com) that allows sales reps, distributors, and partners to access Pyramid logos, images, sell sheets, packaging design files and logo/brand guidelines.

Sampling of Pyramid Marketing Projects

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