4. Creature Comforts is not just a brewery, but instead a home for the thinkers, explorers, risk takers, and
dreamers. This establishment cultivates curiosity and welcomes the individuals that want to spread their
curious spirit and aspirations to others. Creature Comforts Brewery wants to share their beer with people
who strive for more, who inspire others, who desire knowledge, and who follow their passions. They
encourage people to crave curiosity and seek happiness, as well as enjoy the Creature Comforts of life.
They love craft beer for everything it represents. They stand behind the originality of their beers; the quality
of standards it exceeds and the Athens community that embraces their one of kind product. Creature
Comforts Brewery Company is built upon the common passion of creating a balanced family of authentic
and professional individuals who are devoted to the art of craft beer. Their mission is simple and genuine.
They want to produce craft beer that is respected by the industry, loved by the consumer, and balanced
with a high quality and innovative taste.
COMPANY AND PRODUCT HISTORY2
5. The entrepreneurs behind Creature
Comforts Brewery Company united
under the common goal of starting a craft
brewery in Athens, GA. They saw Athens
as the future destination for craft beer
lovers and the place to establish their
one of a kind brewery. Creature Comforts
reclaimed the warehouse that used to be
a 1940s Chevy dealership and later the
Snow Tire Co and rehabilitated it to its
authentic and trendy feel today. David
Stein, Adam Beauchamp, and Derek
Imes were the masterminds behind
this project. Both Adam and Derek have
extensive experience in the craft brewery
field and this was their opportunity
to turn their passion into a business.
Shortly after, Chris Herron joined their
team as the CEO of Creature Comforts.
With his business knowledge and their
brewing experience, Creature Comforts
was complete. In addition, they’ve added
nearly 20 part time employees to form
the family that represents Creature
Comforts today.
6. BringingauniquelyfreshvibetodowntownAthens,Creature
Comforts Brewing Company has become a favorite spot
for locals and visitors alike. Four beers make up their year-
round offering: Bibo, Tropicália, Reclaimed Rye, and Athena.
Seasonal brews also make special appearances throughout
the year. No matter the flavor, each beer brings their own
signature flavor and experience to the table. Creature
Comforts ensures a great tasting beer. Tours are held
several days out of each week to give guests the chance see
behind the scenes and even sample what’s flowing through
the tap. When it’s time to leave, guests are encouraged to
take their signature Creature Comforts glassware home
with them. And new in 2014, the craft brewery now offers
canned beverages, so guests can enjoy the mastered
experience wherever their hearts desire. Creature Comforts
Brewing Company also boasts an ideal event location with
5,500 square feet of picturesque one-of-a-kind event space.
PRODUCT EVALUATION4
7. Creature Comforts is a brewery where a variety
of people find themselves kicking back, socializing
and enjoying quality craft beer. From established
professionals to college students to craft
connoisseurs the brewery provides an authentic
experience for anyone who walks inside.
Established professionals who live in and around
Athens may find themselves at the brewery after
work, with their buddies on the weekends, or
during a lunch break. Graduate and law students
seeking new experiences and escape from their
daily life may find great content within the walls
of this brewery. These students find themselves
inspired by the creativity and authenticity that
Creature Comfort embodies. They seek to become
the best in their category, and demand that their
craft beer is the best in theirs.
CONSUMER EVALUATION 5
8. Terrapin Brewery Copper Creek Brewing Company
Target
Young adults (students & locals)
Familiar with craft beer
Downtown crowd,
locals and college students
Pricing $10 to $12 $2 to $7
Hours Wed. - Sat. from 5:30 PM - 7: 00 PM
Mon. - Fri. from 4:00 PM to 2: 00 AM
Sat from 12:00 PM to 2:00 AM
Location 265 Newton Bride Rd, Athens, GA 30607 140 E Washington St, Athens, GA 30601
Atmosphere
Laid-back craft beer brewery known for its sea-
sonal craft beer selection and tours
Hip brewpub serving Souther-influenced pub far,
plus a selection of draft and craft beer
DIRECT COMPETITORS6
9. Trapeze Pub Pauley’s Crepe Bar Blue Sky
Five Points Growlers
Beer & Brew Supply
Target
Locals, UGA students,
businessmen
Locals and college
students
Locals and college
students
Locals
Pricing $3 to $12 $3 to $10 $4 to $15 $30+
Hours
Mon. - Sat. from 11
AM to 2 AM, Sun. from
11 AM to 12 AM
Mon. - Sun. from 11
AM to 2 AM
Mon. - Thurs. from 5
PM to 2 AM, Fri. - Sat.
from 3 PM to 2 AM
Mon. - Thurs. from 10
AM to 10 PM, Fri. - Sat.
from 10 AM to 11 PM,
Sun. from 12 PM - 9
PM
Location
269 N Hull St Athens,
GA 30601
134 E Clayton St,
Athens, GA 30601
128 College Avenue,
Athens, GA 30601
1655 Lumpkin St,
Athens, GA 30606
3686 Atlanta Hwy,
Athens, GA 30606
Atmosphere
Laid-back gastro-pub
known for its craft
beer selection and
cocktails, plus updated
bar food classics
Upbeat, trendy
restaurant/bar known
for its “beer card”
competition craft beer
selection, and eclectic
cocktails
A classic speakeasy
with extraordinary
selection of over 200
craft beers
Serving over 45 taps
of craft brews and
specializing in the
rarest and most highly
allocated of beers
INDIRECT COMPETITORS 7
10. COMPETITIVE ANALYSIS
In-house brewed craft
beers competitors
Terrapin Brewery and Cooper
Creek Brewing Company
Brewery tours competitors
Terrapin Brewery
Location competitors
Cooper Creek Brewing
Company, Trapeze Pub,
Pauley’s Crepe Bar, Blue Sky
8
11. Beer Can Madness
Beer cans are making a come back. Glass containers became popular
after beer drinkers shunned cans that imparted a metallic taste and
some still had the perception that the best beers came in glass bottles.
In 2002, that changed with Dale’s Pale Ale whose can packaging brought
beer-canning back--it didn’t hurt that technology was able to address
the funky taste issue. Recent engineering improvements changed
the canned-beer drinking experience forever. Last year Boston Beer
Co. introduced its Samuel Adams “Sam can” with an extended lip and
hourglass ridge to enhance aromatics and expel carbonation. In the
same year, Pottstown, PA-based Sly Fox unveiled a beer can featuring a
removable lid, similar to the pull-tab top of a soup can. Among domestic
beer brands, Miller Lite introduced its punch-top cans that have a second
hole to be opened with objects such as a key in 2012.
Seasonal Beers
As consumers expand their palette and demand new flavors, businesses
are respond by adding new seasonal beers to their menu and placing
them on retail shelves earlier to compete for shelf space with other
brewers. People no longer want the same beer all year round and for
every season there is a brew. Summer wheat (Yuengling), Pumkinator
(Saint Arnold Brewing), Santa’s Private Reserve (Rogue Ales), are just a
few of many seasonal inspired beers.
INDUSTRY & LOCAL TRENDS 9
12. Craft Beer
In 2014, craft beer sales will exceed $20 billion and by 2017, $36 billion. Consumers are drinking craft beer--a lot of it.
Consumers of craft beer are more discerning and often decided, before they walk into retail breweries; on what brand
they want to buy. Still, discovery is important: regular consumers of craft beer say that if they knew more about a
specific brand/beer they would be open to trying it. For consumers, craft beer is a lifestyle.
F2F Networking
Face-to-face interactions still matter to consumers. Surveys have shown that despite their love for social media, people
want more interpersonal contact—and it’s not just laymen. Professionals believe that face-to-face interactions are
necessary to close a business deal and for business success. For college students and post grads the first handshake
at a networking event can mean the difference between a new internship/job and another month of searching.
Buying Local
More and more consumers are buying local in support of their communities. Because small businesses have to
compete with both giant companies and other small businesses, consumers often seek more than just a shopping trip,
but an experience (personal service) when buying locally. These consumers are often more educated, expect higher
levels of quality and craftsmanship from products and services they buy and also site sustainability and economic
prowess as a selling point for local businesses.
CONSUMER TRENDS10
13. SWOT ANALYSIS
Strengths Weaknesses
Authentic/Trendy
Variety
Different Beers to Choose From
Memorable Experience
Locally Owned Partnerships
Downtown
Indoor/Outdoor
Good Event Space
Catering
Free tours
Higher Price
Smaller Target Market
Different Hours
Limited Alcohol Selection
One-Time-Thing
Visibility
Lack of Food
No Brand Ambassadors
Opportunities Threats
Few Competitors
Work with Competitors
Local Business Partnerships
Group Events (Game day)
Growing Craft Beer Interest
Wine Barrels
Brewery Competitors
Cheap Bars
Happy Hours
Fad
Lack of Advertising Compared to Others
Bars that also serve food/snacks
11
15. COMMUNICATION
Objective
To increase Creature Comforts preference in local
breweries by 40% in Graduate and Law students by
September 2015.
Strategy
The Campaign will target law and graduate students
who are seeking to become experts in their fields of
study. In their pursuits of expertise this campaign is
designed to enthrall those students through various
forms of engagement and awareness.
Rationale
The campaign will inform these students that not
all craft beer is created equally, challenging the
audience to choose more in their beer. Realizing
that the brewery exceeds all expectations, the target
will make Creature Comforts their go to spot.
13
16. Sarah-Ann Hastings is a 25 year old in her final year in law school at UGA. She went
to undergrad at Georgia State and followed in her father’s footsteps when she came
to UGA to study law. Sarah-Ann works part time at a nearby law firm doing routine
office work. She remains extremely busy between studying and working at the firm.
She demands so much of herself and pushes herself so that she may be rewarded
later. Sarah-Ann works hard in everything she does when she gets the time her and
her best friend Kate like to take advantage of what Athens has to offer spending time
at different trendy restaurants and bars. Kate and Sarah-Ann usually find themselves
going solely to local eateries to drink and reward themselves because they struggle to
find a place with other students their age who share their values and passions.
Mark Holmes is coming out of undergrad and has decided to get his MBA degree. He
has decided that he should graduate from his old habits and really invest himself in
things that will further himself intellectually and professionally. For Mark, it isn’t good
enough to just have a bachelors degree. Mark wants to exceed expectations in hopes
of starting his own business one day. Even though Mark has matured his tastes, he still
has the sames desires for excitement and adventure. Mark loves to try new things and
seek out new experiences, always finding inspiration in the people he meets. Mark has
frequented a number of breweries in and around Athens with friends and has fallen in
love with the culture and the craft beer itself. Mark doesn’t just want to treat himself
with any craft beer, realizing that all craft is not created equally. Mark wants the most
for himself and wants the most from his beer.
TARGET PROFILES14
17. BRAND ESSENCE
Attributes
Source of
Authority and
Support
What It Says
About You
Personality
How It Makes
You Feel
Local
Hand
crafted
Convenience
Comfort
Creative
Expression
Refreshing
Rewarding
Casual
Welcoming
Imaginitive
Thought-
provoking
Expressive
Eco-friendly
Organized
Social
Environment
Unique
Glass
Souvenir
Lively
Atmosphere
Indulgent
Creative
Spirited
Accomplished
Curious
I reward
myself
I deserve
this
Trendy
Individualistic
Knowledgeable
I demand
excellence
Consistent
Quality
Expanding
Product
Distribution
Setting
Performance
High for
Employees
Promise
Each glass is
masterfully crafted.
15
18. BUSINESS & MARKETING RECOMMENDATIONS
Continue to build relationships with local businesses including Creature Comfort’s ideology that maintains
it’s own employees are family. Our target consumers like locality and the close knit experience.
Have a local band come play at the beginning of each month.
Make the glasses for creature comforts a statement. Make a new glass an incentive to go in as well. It will
be a limited time glass and encourage customers to come in and add to their collection.
Create an annual event for Creature Comforts ( anniversary of its opening). This may be some sort of huge
festival, event where other local businesses may come in and offer product sampling, etc. Make it a huge
event that people look forward to each year.
Send media kits inviting journalists from Beer Advocate magazine (among other trade magazines) that
include a t-shirt, a personalized Creature Comforts glass, and a case of Athena.
16
19. “If we did all the things we are capable of,
we would literally astound ourselves.”
THOMAS EDISON
17
21. The Crafting The Masterpiece Campaign encompasses what Creature Comforts and current graduate students both
stand for. The ten month long campaign will incorporate what it truly means to master something. The campaign
will be delivered based on the promise that “each glass is crafted masterfully”, focusing on the ingredients that
make up Creature Comforts. Emphasis will be placed on the time, commitment, effort, processes, experimentation,
atmosphere, people, and everything else that makes a Creature Comforts craft complete.
The campaign will target law and graduate students who are seeking to become experts in their fields of study. In their
pursuit of expertise this campaign is designed to enthrall those students through various forms of engagement and
awareness. Using social media promotions, events, partnerships, product packaging, and in-store guerrilla marketing
students will be inspired to go to a brewery where they know their demands for expertise are met. The campaign will
tell these students that not all craft beer is created equally, challenging the audience to choose more in their beer.
Through numerous engagement opportunities this campaign will allow students to become a part of a number of
different “masterpieces” that also reflect upon the mastery of Creature Comforts.
CAMPAIGN CONCEPT 19
22. Client
Creature Comforts Brewing Company
Key Fact
Craft beer is trending.
Problem
Graduate and law students are demanding
excellence in all aspects of their lives, demanding
more from themselves and more from their beer.
Objective
To increase Creature Comforts preference in local
breweries by 40% in Graduate and Law students by
September 2015.
Target
Law and Graduate students ages 22-30. Fairly low
income level(>25K). These students live in and
around Athens, exploring all that the classic city has
to offer. They crave a feeling of purpose and self-
actualization in their lives. Their housing consists of
cheap apartments and home rentals. As consumers,
the residents in these segments score high for
outdoor sports, movies and music, fast food, and
inexpensive cars.
Insights
“Upon starting grad school I have decided to set
the bar high in all aspects of my life. When I am
not studying, I hope to devote my time and tastes
to things that I know can improve upon myself and
my knowledge. I have developed an appreciation for
craft beer and seek a place where I know that my
affinity for craft is shared among others. I have the
greatest admiration for driven microbreweries, but
seek an Athens establishment where I know I am
truly indulging in the best of the best.”
Promise
Each glass is masterfully crafted.
Support
Maturesocialsetting,premiumingredients,perfectly
aged beer, creative brew masters
Mandatories
Tagline: Crave curiosity.
Address: 271 W Hancock Ave. Athens, GA 30601
www.creaturecomfortsbeer.com
Drink responsibly
Don’t serve to minors (under 21)
CREATIVE BRIEF20
23. CREATIVE DIRECTION
The tone of the campaign will embody
that of sophistication as well as creative
exploration. By using the hues of the
four main beers available at the brewery,
the emphasis will be on the beer (the
masterpiece). From the rich red of
Reclaimed Rye to the intriguing yellow of
Athena these colors will promote both
the quest for mastery and the richness
of knowledge of much importance in the
targets’ lives. The mood for the campaign
is one of warmth, engagement, artistry,
and creative unity. Handwritten fonts will
be used in the copy, giving contrast and
personality to the creative but refined
personality of the campaign. Also a
number of different textures including
chalk, wood, and bricks will be used within
these ads. The tone of the campaign
is one of overarching unity, bringing
together a multitude of ingredients that
create a flawless craft beer.
MONTSERRAT FONT
Hairline
Light
Regular
Bold
Black
Open Sans Font
Light
Regular
Semibold
Bold
Extrabold
21
28. VIRAL VIDEO
Visual
Creature Comforts employee
talking to the camera
Audio
“We asked people what
makes a Creature Comforts
glass complete. Here’s what
we heard.”
Visual
Move shot to inside brewery
where a customer is
receiving a glass from the
bartender.
Audio Example
“The atmosphere!”
(All audio subjective to what
customers say.)
Visual
Move shot to another
customer sitting down and
enjoying a glass with friends.
Audio Example
“We love the people here!
Everyone is friendly and
excite about what they’re
doing.”
Visual
Move shot to consumer
standing in the tour line.
Audio Example
“This stiff right here!” (Holds
up his beer.)
Visual
Five to ten second shots that
ask other in the brewery the
same question in a different
setting.
Audio
“All audio subjective to
answers.”
Visual
Combination of pulled words
from customers’ answers
highlighting what makes
a Creature Comforts beer
complete.
Audio
“We believe the perfect craft
beer demands a variety of
ingredients.”
Visual
Show all words/phrases used
by customers and portrayed
in previous shot flowing into
a Creature Comforts glass.
Text
#CraftTheMasterpiece
(The glass filled with words.)
1 2 3 4 5-8
9 10
26
30. This in store engagement activity will allow for customers to add their own piece of mastery within Creature Comforts.
The chalkboard will allow for customers to answer the question, “What’s your ingredient to success?” The numerous
thoughts, handwritings, and doodles represented on the board will come together to create a masterpiece, paralleling
to the multitude of ingredients that come together to make Creature Comfort’s the true master of craft.
WHAT’S YOUR INGREDIENT?28
31. The hashtag campaign, #CraftTheMasterpiece, will be used as a social media tactic to engage our target audience
on all popular social media platforms, including Facebook, Twitter and Instagram. The goal is to have customers and
the surrounding community follow Creature Comforts on all forms of social media and post their photo with their
Creature Comforts glass and the hashtag. The unique photos from every customer will be collected and compiled
to form an in-store mosaic of a beer glass. This mosaic will be the end Masterpiece displayed on a wall in Creature
Comforts so people can come into the brewery and see their photo on the wall allowing their own personal touch to
Creature Comforts. This campaign will drive consumers to our social media pages and also bring them into the store
to see the end product.
#CRAFTTHEMASTERPIECE 29
32. PRODUCT PACKAGING
The word on Creature Comforts glasses will rotate on a weekly basis so consumers collecting the glasses
will be able to craft their own phrases with the glasses.
30
34. THEMED TRIVIA NIGHT32
Creature Comforts hosts a trivia
night geared towards a different
audience each week. Themes can
include general Creature Comforts
knowledge, UGA night, local
business night, etc. Participants
have the opportunity to win a free
promotional/collectible Creature
Comforts glass or a free meal
(maybe with purchase) to partnered
restaurants.
35. FUTURE RECOMMENDATIONS
Craft the Masterpiece campaign can
be continued with other promotional
ideas, including featuring the hashtag
on different trivia night, industry nights
flyers and social media outlets.
The chalkboard could be let up year
round asking users new questions or
asking users to participate in different
contests that involved using the board
and engaging customers in store.
Development of an app later on that
could keep users updated with events
and store hours and feature different
interactive elements to keep users
reminded to visit CC.
PAGE 33
33
36. TEAM
Avery Sechrest
Account Executive
Chanel Mullgrav
Copywriter
Brian Lee
Art Director
Catherine Satcher
Account Planner
Eliza Paris
Media Planner
L A D I E S & T H E G E N T
- A G E N C Y -
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