The document provides several creative concepts for marketing the Clown Shoes beer brand. It suggests developing a cartoon series featuring the beer label characters, producing instructional videos about the ingredients in each flavor, and profiling unexpected celebrities ordering different beers. It also proposes portraying the brand's founders as kids who bonded over their shared love of clowning shoes. The agency pitching these ideas believes they can help make Clown Shoes a national brand through unique, humor-driven campaigns.

9. The Brewers
A. How WE do it
1. The materials combined - methodic testing to make the perfect blend
2. Witches/Dungeons and Dragons Nerds spoof - a magic brew
3. How they come up with a flavor
B. WhoB. Who WE are
1. The Dudes
2. Like Everybody - Hipster/Nerd/Jock/Romeo/all types of guys
3. Personality profile equals flavor
C. WE may not take everything serious - but WE do our beer
1. Very informative - serious - but with a twist - at end pan down to shoes.
2. Think Masterpiece Theatre - meets Clown Shoes

10. We learn how each of the labels came to be
-­ the story behind the labels.
The Labels - Every Picture Tells A Story

11. Cartoon Series
This concept is one of our favorites and could be a great idea since the labels are so memorable.
Have Michael Axt develop a cartoon series -­ think Avengers
-­ where the various characters battle one another -­ think adult swim type cartoons.
The characters can die when you retire a label -­ and then magically re-­appear in flashback, re-­incarnation
-­ or coming out of amnesia -­ or typical comic book/soap opera ways to bring the character back to life
whenever you bring back a seasonal or retired flavor. whenever you bring back a seasonal or retired flavor.
This concept could be exceptionally funny -­ imagine all the possible scenarios and the voices of each character
-­ this could be a big hit and really grab the attention of the media
-­ who knows maybe even go to Marvel comics and make your characters the bad guys
-­ and the Avengers or other Marvel comic characters the good guys.
This could be a BIG IDEA -­ with legs to walk for years...make you a national brand overnight.
MacGyver - Mythbusters
These ideas are based on either alternate uses of beer
-­ think MacGyver concept
-­ or the misnomers surrounding beer -­ like -­ did you know
never let your dog drink beer -­ the hops are toxic to dogs
-­ again these can be done very clever -­ and very comedic.

12. The surprise could be the various people that start out ordering the beer -­ think Betty White -­ ordering a Tramp Stamp and
revealing she actually has one -­ Think Dave Navarro ordering a Tramp Stamp at the bar -­ and revealing Tramp Stamp groupies all
around him -­ think someone from TV shows / films / sports -­ or even someone that has become an overnight sensation on YouTube
-­ or someone that would be a great natural tie in with a flavor -­ OR -­ someone you would never expect to order a certain flavor.
This concept is comedic -­ it features people ordering beer at a bar -­ and their reflection in the bar mirror becomes
the Clown Shoes beer brand label they ordered. The end of the spot the camera pans down to reveal their feet -­
all are wearing clown shoes.
This concept could evolve into a campaign with longevity
and eventually include celebrities.
Imagine a row of people sitting at bar -­ all becoming your different labels i.e. -­ Start out with a
Foxy Brown / Tramp Stamp / Chocolate Sombrero / Muffin Top / Galactica -­ and then
the bartender puts on a welding mask because someone orders a Blaecorn UniDragon.
Or everybody backs away as they hear someone
-­ imagine the most unexpected type -­ orders an Undead Party Chaser.
The Bar Mirror

13. The Ingredients - Just the Facts, Maam
The Reviews - Men From Mars - Women From Venus
These ideas are focused on the ingredients that are used to make the various beer flavors.
When you look at any of the YouTube tasting experts they all marvel at the distinctive flavors
-­ you watch as they review and they are all amazed at how complex some of the ingredients
-­ they use words like hints -­ notes -­ from the pouring and the head -­ to the fragrance and final tasting.
Why is what you use so important -­ how each ingredient ads to the whole of a beerWhy is what you use so important -­ how each ingredient ads to the whole of a beer
-­ could be done like a typical TV cop show -­ good cop bad cop interviews of the brewers and people tasting
Get people from all over the world -­ especially in markets that you are just going into
-­ to do You Tube videos that you can use.
OR do ads that show the grades you receive from all the various beer connoisseurs. OR just quick cut of
people saying wow -­ incredible -­ delicious -­ the best etc. -­ then bam -­
Clowns Shoe Beer -­ We may not take everything serious -­ but we do our beer.
Another approach could be all about the sexes and the different ways they use to describe each flavor.Another approach could be all about the sexes and the different ways they use to describe each flavor.

14. The Sound
What does each of the different flavors -­ sound like? Who listens to that sound?
-­ design label specific videos -­ hard rock to laid back jazz to reggae to hip hop
-­ every flavor has a sound -­ think Foxy Brown -­ 70’s funk, etc.
The Name Clown Shoe
Concept that revolves around the who what where when and how of Clown Shoe Beer started.
The Clown Kids
This is a comedic concept about the founders of Clown Shoe Beer.
Show them as young kids -­ to where they are today -­ like a VH1 rockumentary -­ or like “This is Spinal Tap.”
Our spoof gets down to the clown shoes that they always wore. The fun is how they meet each other
and finally become a successful rock band -­ it starts when two friends meet at school
-­ they meet other clown shoe wearing guys just hanging out at friends houses -­ again build it
rockumentary style -­ like the when, where and how of John, Paul, George and Ringo meeting rockumentary style -­ like the when, where and how of John, Paul, George and Ringo meeting
and becoming the Beatles...but do it through the perspective of kids that never really fit in
not because they are clowns -­ but only because they like wearing clown shoes.
The Socially Conscious
Relevant issues with a twist -­ think Kenneth Cole 90’s ads
-­ could be great concept for your seasonal beer strategy.

16. Contests

18. NEW DISPLAY SHELF PACKAGING DESIGN

19. Overall, we at SWM Creative would love to work with you & your team
to develop a campaign that is truly unique to Clown Shoes Brand.
We like the idea of bringing a modern twist to the brand as well as
reinforcing the traditional. Showing consumers the truth and asking
them what they think is part of the fun.
We also really like the underlying message:
“we may not take everything serious -­ but we do our beer” “we may not take everything serious -­ but we do our beer”
-­ it just feels right.
We have a lot of ideas and passion to do great work…
We hope you all see -­ we are true believers in pushing the creative.
We understand that doing everything we are talking about would require making a big advertising commitment
to utilize the web and other media in a bigger way then you are currently. Budgets are limited -­ and until
everyone at the company gets the “Advertising Bug,” it’s hard to get anything new into the advertising
media mix. BUT there is no reason that Clown Shoes Beer can’t start with small steps
-­ ideally growing the advertising dollars as business grows.
We’re a small business too -­ and we know how hard it is to do it all
-­ and do it all -­ right -­ but we want you to know that we can help. -­ and do it all -­ right -­ but we want you to know that we can help.
We want to tell you once again, the SWM Creative team would love
the opportunity to work with one of America’s newest craft beer companies
-­ Clown Shoes Beer.
Thank you for the opportunity to submit our ideas,
Michael Maher & Ed Stephenson
Conclusion