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  1. 1. Campaign 1
  2. 2. Happy Brewing <ul><li>Facts: </li></ul><ul><li>The company’s mission: &quot;to operate a profitable company which is socially, ethically and environmentally responsible, that produces high quality beer true to Belgian brewing styles.“ (http://www.terrain.org/articles/9/wann.htm) </li></ul><ul><li>New Belgium Brewing was considered one of “the best companies to work for” by outside magazine. </li></ul><ul><li>The company practices open-book management. “Everyone gets full fiscal transparency, which allows people to take an active role in decision-making.” (http://outsideonline.com/culture/201005/best-places-to-work-2.html) </li></ul><ul><li>Employees are given a cruiser bicycle at one year's employment and encouraged to commute to work. The bicycle works as a symbol for their flagship beer, “Fat Tire” and also adheres to their principles as an environmentally conscious workplace. </li></ul><ul><li>Our employees care—about the product, about costs, and about each other. It's not unusual for an employee to stay late to help a co-worker get a certain job done.“(http://www.terrain.org/articles/9/wann.htm) </li></ul><ul><li>At year one of employment with NBB, employees become partial owners of the company. At seven years, employees become “fully vested as an owner.” </li></ul>
  3. 3. Goal <ul><li>Show how NBB’S good company values and happy employees improve the quality of Fat Tire beer. </li></ul>
  4. 4. <ul><li>Always in good company. </li></ul><ul><li>If this headline works this ad would go on to talk about the core values of NBB </li></ul><ul><li>and their ridiculously happy employees. </li></ul><ul><li>About how they get bikes. </li></ul><ul><li>How they recycle. </li></ul><ul><li>How they are all going to heaven. </li></ul><ul><li>And how the consumer reaps all the benefits. </li></ul>
  5. 5. <ul><li>Just when we thought it was only a myth, simply a fore-father dream, we happen in on Fort Collins, Colorado, where democracy is not only truly practiced, it's thoroughly enjoyed. </li></ul>
  6. 6. <ul><li>Some say the good cheer and the great beer is a utopian effect from their company expensed bicycle bells.  Well maybe the bell isn't free. But the bike is. It's just one of the perks employees at New Belgium Brewing receive for being some of the hardest workers and the best beer brewers around. </li></ul>Democracy still alive in Fort Collins, Colorado. Fat Tire is made by the boss. All 165 of them.
  7. 7. <ul><li>America taught democracy </li></ul><ul><li>by beer brewers. </li></ul>
  8. 8. <ul><li>Fat Tire Amber Ale made by </li></ul><ul><li>Bikers, Brewers and Entrepreneurers. </li></ul>
  9. 9. Campaign 2
  10. 10. Green Beer <ul><li>New Belgium Brewing was the first brewery to commit to wind energy </li></ul><ul><li>It’s the company’s goal to become exclusively wind powered. </li></ul>
  11. 11. Goal <ul><li>To inform beer drinkers of NBB’s strong environmental goals and accomplishments and to add to the value of the product. </li></ul>
  12. 12. <ul><li>Look what the wind brought in. </li></ul><ul><li>Fat Tire Amber Ale </li></ul><ul><li>now wind powered . </li></ul>
  13. 13. From peddle power, to wind power. Fat Tire Amber Ale now wind powered
  14. 14. And the wind keeps moving us along. Fat Tire Amber Ale now wind powered.
  15. 15. <ul><li>Where the wind goes when the breeze takes over. </li></ul><ul><li>Fat Tire Amber Ale </li></ul><ul><li>Now wind powered. </li></ul>
  16. 16. <ul><li>We Win(d). </li></ul>Fat Tire Amber Ale Now wind powered .
  17. 17. <ul><li>Sometimes she’s so soft, </li></ul><ul><li>we forget about her power. </li></ul>Fat Tire Amber Ale Now wind powered .
  18. 18. <ul><li>Let her whisper, let her roar. </li></ul><ul><li>Fat Tire Amber Ale </li></ul><ul><li>Now wind powered . </li></ul>
  19. 19. Campaign 3
  20. 20. The Brand Audience and Positioning <ul><li>Target: men and women 25-45 living in urban dwellings </li></ul><ul><li>Youthful but professional </li></ul><ul><li>Well educated </li></ul><ul><li>Community oriented </li></ul><ul><li>Environmentally aware </li></ul><ul><li>Active </li></ul>
  21. 21. Continued… <ul><li>The same demographic is heading in the direction of an unlikely competitor. Who? Pabst Blue Ribbon (PBR)- “hipster beer”, “offbeat beer” ,“cheap beer”. </li></ul><ul><li>PBR has dive appeal, niche appeal </li></ul><ul><li>PBR liked because of it’s lack of advertising </li></ul><ul><li>Not a “shouted” beer. Discovered or referred by a friend. </li></ul><ul><li>PBR relies on user generated advertising. </li></ul><ul><li>Example- annual art contests- Pabst inspired art. </li></ul>
  22. 22. GOAL <ul><li>Appeal to the younger audience. Those primarily going for cheap beer. </li></ul><ul><li>Keep youthful but professional appeal of Fat Tire brand. </li></ul><ul><li>Appeal to child like qualities. Exploration, curiosity, wander, adventure. </li></ul><ul><li>Get back to simple. PBR appeals to age that is reacting to the state of the economy/politics etc. </li></ul><ul><li>Appealing to the past. NOSTALGIA </li></ul>
  23. 23. <ul><li>You’ve already seen what happens in the desert </li></ul><ul><li>Now see what happens in the woods. </li></ul>Fat Tire Amber Ale A Simpler kind of freedom.
  24. 24. Staring contest with a grizzly She won You ran . Fat Tire Amber Ale A Simpler kind of freedom.
  25. 25. <ul><li>You fell from that tree you climbed, opened your eyes and saw stars. </li></ul>Fat Tire Amber Ale A Simpler kind of freedom.
  26. 26. <ul><li>You crossed the small stream </li></ul><ul><li>You place your pack down </li></ul><ul><li>Your flag. </li></ul>Fat Tire Amber Ale A Simpler kind of freedom.
  27. 27. <ul><li>You’re not sure what animal you saw in that tree, but you know you both have the same hair. </li></ul>Fat Tire Amber Ale A Simpler kind of freedom.