Before Creature Comforts Brewery was one of the most prominent hangouts in all of Athens, my team created the winning campaign as voted by the CEO. Many of the deliverables are in use today as the establishment continues to rack up awards and sell out crowds.

2. Company History...................................................4
Product...................................................5
Product Description................................................6.7
Competition................................................8.9
Brand Essence.................................................10
Trend.................................................11
SWOT............................................12.13
SITUATIONAL ANALYSIS
MARKETING AND COMMUNICATION
Target............................................16.17
Creative Brief............................................18.19
Creative Concept.................................................20
CORE CAMPAIGN
Campaign Execution...........................................22-28
Future Recommendations................................................29

3. SITUATIONAL
analysis
CCBC
ets. 2014

4. David Stein, a hand brewer at a brewpub in Decatur, Georgia, called Twain’s Billards and Tap, first started
Creature Comforts. Stein was using the name “Creature Comforts” for his personal home brew, and decided it had a
ring to it that could represent a successful brewery. He then paired with his friend Adam Beauchamp, who was in his
7th year of brewing at Sweetwater Brewing Co. in Atlanta, Georgia. With the help of a craft beer enthusiast and local
Athens, Georgia, businessman, Derek Imes, they began building Creature Comforts in a 13,000 square foot historic
warehouse in downtown Athens. This building was a Chevy Dealership in the 1940s, and later became Snow Tire Co.
The three beer lovers turned the warehouse into the brewery that stands today, and won an award for Outstanding
Rehabilitation by the Athens Heritage Foundation. However, they needed one more “piece” to the puzzle, and that
was Georgia native Chris Herron, who became CEO of Creature Comforts. Chris had spent 12 years working in sales,
pricing, and finance for major beverage alcohol suppliers, and was intent on starting a craft brewery in Georgia. The
team continued to grow by adding Blake Tyers, a veteran home brewer, and Katie Beuchamp, who manages office
activities, tours, and special events. In addition to these full time employees, there are twenty part-time tour
staff members that help in daily operations and interact face-to-face with consumers every day.
COMPANY HISTORY
4

5. Price
$12 for souvenir glass. 6 half pours.
Year Round Beers
Four year round beers:
Bibo . Tropoicalia . Reclaimed Rye . Athena
Seasonal Brews
Limited time beers that are served
depending on the season.
Limited Release Brews
“Curious Tuesdays” at the brewery for
trial of unique new brews.
Product Packaging
Cans instead of bottles, better for beer.
100% recyclable and can transport more
cans than bottles.
5

6. bibo reclaimed Rye
Pilsner.
True pilsner with ingredients from five different
countries that has a “pronounced continental hop
flavor and aroma in an incredibly well-balanced
package.” Dry and Quenching. 5.5% ABV
Rye Amber.
“Complex and flavorful” amber ale.
Delicate undertones of toasted bread, spice, and
subtle vanilla. “Easy to drink with friends at the
pub.” 5.5% ABV
6

7. tropicalia athena
American IPA.
Ripe passion fruit and citrus hop aroma and ends
with subtle bitterness. 6.5% ABV
Berliner Weisse.
German-style wheat beer. Their take on a classic
berliner. Blend of citric and fruit notes with nods to
cider and sauvignon blanc.“Perfect ambassador of
the classic city.” 4.5% ABV
7

8. 8
Southern Brewing Company
Location: 231 Collins Industrial Blvd., Athens, Georgia.
Hours and Prices: Probably opening mid March of 2015.
Appeal: Owners have 30 years of experience in USA &
Europe, education focus, home-brewers, aims to use
only Georgia-grown products.
Copper Creek Brewing Company
Location: 140 East Washington St., Downtown Athens,
Georgia.
Hours: Monday-Friday 4pm-2am, Saturday noon-2am,
Sunday noon-midnight.
Prices: Affordable moderate, food and drink.
Appeal: 39 different styles of beer a year from the finest
variety of malted barely, hops and yeast strains, luxury
of tank to tap (fresh beer), intimate, European-pub feel.
Terrapin Brewery
Location: 265 Newton Bridge Rd., Athens, Georgia.
Hours: Monday-Tuesday 9am-5pm, Wednesday-Friday
9am-5pm, 5:30pm-7:30pm, Saturday 5:30pm-7:30pm.
Prices: $10 at brewery
Appeal: 6 year-round beers, 4 seasonal, Wednesday
tastings, award winning, well known in the Southeast.
DIRECT COMPETITORS
Monday Night Brewing Company
Location: 670 Trabert Ave NW
Atlanta, Georgia.
Hours: Monday 5:30pm-7:30pm, Thursday 5:30pm-
7:30pm, Saturday 2:00pm-4:00pm.
Prices: $10 for glass and 6 pours at brewery.
Appeal: Unique craft brewery in Atlanta, strong brand
identity.
Red Brick Brewing
Location: 2323 Defoor Hills Rd NW, Atlanta, Georgia.
Hours: Wednesday, Thursday and Friday 5pm-8pm,
Saturday 11pm-5pm, Sunday 1pm-4pm.
Prices: $10 for glass.
Appeal: In Atlanta, fun spin on beers.

9. 9
The Georgia Theatre
Location: 215 N Lumpkin St., Athens, Georgia.
Appeal: Popular downtown, historic, intimate concert venue, local, regional, national artists, drink and eat.
40 Watt
Location: 285 West Washington St., Athens, Georgia.
Appeal: Intimate venue to drink at, and for people wanting something new and unique.
Trappeze, Aromas, Chops and Hops, Catch 22, and Other Gastropubs
Location: Throughout Athens and Watkinsville.
Appeal: Many of these places offer Creature Comforts, but compete in that they provide food to go with your drink, and other bever-
ages are also offered.
Five Points Bottle Shop
Location: Five Points, Athens, Georgia.
Appeal: Wide offerings and knowledgeable staff.
INDIRECT COMPETITORS

10. brand
essence
Attributes
Brewery to urs Open space
Small-town Rustic elegance
Community partnerships
Website: www.creaturecomfortsbeer.com
Sources of Authority
10

11. Brewing Beer
Randalizing: connecting your keg to a chamber of additives to be infused
Dry-hopping: Adding hops after fermentation
Bourbon-barrel aging: or really any barrel aging
Cask beers: last fermentation happens in a metal or wooden cask
Sours beers
Imperials
Session beers: less alcohol content, meant to drink more at a time
Canning
In Athens
Music and historic town
Academic population
Bustling bar and restaurant scene
Film industry is blooming
Becoming more pedestrian and bicycle friendly
Among Consumers
Politeness pays
Reward consumers for being polite.
Sixth Sense: Real-time data to enhance the experience of individual customers.
Beer Industry
Collaborating with other breweries, especially to make beers together, or for events.
USA is at the forefront of beer right now because so many craft breweries are in the works. The
younger crowds are demanding options and variety so they are fueling this trend.
TRENDS
11

12. stRengths
weaknesses-Social media presence
-Strong and consistent branding
-Downtown location
-Quality product
-Local partnerships with other
downtown restaurants
-Appeals to legal drinking age
students and is something
underage students look forward
to going to
-Already have drinks in cans and
on shelves
-New, need to develop brand
awareness
-Still in beginnings stage, not
a lot of budget for advertising
since most of the budget goes
into making quality beer
12

13. opportunities
-Craft beer industry is growing
quickly
-Distribution growth
opportunities as budget
increases
-Great place to host big events
in the future
-Sponsoring Athens festivals,
parades, and events
-Working with historical places
in Athens like the Georgia
Theatre and 40 Watt
threats
-Some college students don’t
appreciate beer for the flavor,
just for the effect
-Some of the beer connoisseurs
targeted in the campaign may
have to travel to come to CCBC
-College students on budgets
that can’t afford to pay for the
quality Creature Comforts beer
13

15. &
communication
D I R E C T I O N
marketing

17. My name is Kristin Thompson, although you may know me by my
bloggername,“LagerBlogger”Myfriendscallmea“foodie”because
I am constantly going to new restaurants to try the latest entrées,
drinks, and desserts and blog about my experiences. Honestly, the
food industry culture in Athens, Georgia, is what makes me so happy
to have made this place my home for the past four years. I have
thought about staying here after I graduate in three months, but
we’ll see where my career in Consumer Foods takes me. My interests
include soccer, movie nights with friends, family time, and anything
outdoors. To me, passion means following your dreams and putting
in the extra hours to achieve something greater. I admire people
who follow their passion and who believe in something bigger than
themselves.
17

18. Client Name
Creature Comforts Brewing Company
Media/Communication Vehicle
Print ads, direct mail postcard, billboard, tear-away posters, table tent
cards, car decals, video
Key Fact
The Craft Beer industry is growing and people are looking for new, authen-
tic breweries to try.
Problem
“I want to be a craft beer expert, so I need to experience every brewery and
taste all of the different beers out there.”
Objective
To create brand preference in the craft beer industry and by “beer connois-
seurs” by the end of 2015.
Target Audience
Beer connoisseurs in Athens and the southeast; age 21-35
CREATIVE BRIEF
18

19. Insight
“I am my own person. I believe food and beer should be an art and an experience, not just some-
thing to indulge in. I have been to eight craft breweries in the southeast, even some of them by my-
self. I enjoy the atmosphere of creativity and togetherness that everyone in the craft industry shares,
which makes it a special niche for people like me.”
Promise
Creature Comforts Brewing Company satisfies my curious palette by providing
authentic craft beer.
Support
Four year round beers
Bibo
Tropicalia
Reclaimed Rye
Athena
Brewery tours
Events
Mandatories
CCBC logo and “Crave Curiosity” slogan
Location and address
Beer pictured
Tone/Manner
Authentic, southern, curious.
19

20. CREATIVE CONCEPT
For our creative concept piece…
The craft beer industry is booming… People across the country are beginning to appreciate the dedi-
cation and passion poured into this specialty beer. The campaign will take that appreciation and curi-
osity and use it to promote the target audience to “Join the Revolution,” or to help us grow the craft
beer industry and make it reach its potential. Currently, Georgia has laws that lag behind those of its
neighbors North and South Carolina that prohibit the direct sale of beer from breweries to consumer.
The campaign urges consumers to be a part of the craft beer movement, and by part-taking in the
consumption and appreciation of local craft beer, they are joining the revolution to modernize laws
and regulations. It is a call to action, a sense of motivation, and a strong desire to grow the craft beer
industry that power this campaign and make the deep connection with its target audience of craft
beer lovers in the southeast.
20

21. CORE
campaign

22. revolution
JOIN
calling all curious
the
We want you.
The thinkers. The innovators. The artists. The explorers.
The ones who crave more. Craft beer needs more evangelists...
Help us make History.
Historic Downtown Athens, Georgua
22

23. outdoor
23
different.Drink
Historic Downtown Athens, Georgua

24. DirectMail
24
revolution
JOINthe
calling all curious
We want you.
The thinkers. The innovators. The artists. The explorers.
The ones who crave more. Craft beer needs more evangelists...
Help us make History.
Historic Downtown Athens, Georgia
creaturecomfortsbeer.com
Back
Front

25. curious
?
US TOO
CCBC
ets. 2014
Join us on Curious Tuesdays.
25
BackFront

26. Poster
drink different.
Historic DownTown Athens
26

27. Decals
27

28. VIDEO “The 33 second video is a call to action targeted towards beer connoisseurs and influenc-
ers in the industry. It uses the fact that the craft beer industry is growing quickly to grab
the attention of the viewer and urge them to join the revolution and help make history. It
consists of a black background with white text transitioning line by line, with inspirational
music in the background. The video could be featured on social media as a form of free,
organic advertising.”
28

29. ​Creature Comforts is doing an incredible job already at getting its name and brand out in the industry.
As sales increase and budget allows, adding more billboards in large southeastern cities could also help
in brand recognition and brand preference. Increased distribution is already on the horizon for Creature
Comforts, and as production efficiency increases, cities available for distribution could stretch further and
further away and soon span over the entire United States.
In addition to these recommendations, more promotion in Athens of ​Curious Tuesdays would likely be
beneficial to emphasize the curious spirit at Creature Comforts. The weekly limited releases are an extra
incentive to stop by the brewery and experience something special. Increased advertising over more plat-
forms than social media, like flyers or direct mail, for example, could help spread the word about the Tues-
day night fun.
FUTURE RECOMMENDATIONS
29

30. catie Foleycmfoley@uga.edu
ellie hamalian elmarha@uga.edu
megan kellar mkellar@uga.edu
kyle ladrech kylelad@uga.edu
madeline Lefferts madleff@uga.edu
Contacts