Sampling of Shaun Madsen’s marketing projects at Pyramid Breweries<br />
Pyramid Distribution<br />
New Product Development and Packaging Re-Designs<br />
Costco Brewers Box<br />
Imperial Hefeweizen<br />
Package Redesigns<br />2004 - 2007<br />2007-2009<br />2009 - Present<br />Redesign extended to bottle labels, 12packs, ta...
New Brand PositioningIntroducing lifestyle components and key elements<br />Fall 2008<br />
Curve Ball - 2009<br />Summer 2009 Variety Pack<br />
New Spring 2009 Seasonal<br />
Crystal Wheat<br />Distributor/Retailer Sell Sheet<br />Crystal Wheat Ale is first introduced to the market in April ‘08<b...
Curve Ball Seasonal Campaign<br />Online creative<br />On-premise poster and table tent insert<br />New packaging and new ...
New Brewers Box<br />Grocery Brewers Box<br />Distributor/Retailer Sell Sheet<br />Costco/Sam’s Club Brewers Box<br />
Limited Edition Packaging<br />Grocery<br />Costco<br />
Grocery Promotions<br />
Hef Summer Golf Getaway<br />In Store Promotional Elements<br />
Hef Summer Golf<br />
Cooking With Beer ’08 Retail Promotional Program<br />6 Pack Bottle Necker<br />Case Card POS<br />Front side with value o...
Fly, Fly Away Mariners Sweepstakes<br />In Store Promotional Elements<br />
Safeway Affinity Programs<br />Case Cards<br />Coupons<br />
Seasonal Campaigns<br />
Curve Ball POS<br />
Broken Rake<br />
Snow Cap Seasonal POS<br />
Strategic Partnership Development<br />
Applebee’s Custom POS<br />Sampling of national account custom seasonal on-premise creative<br />
Seattle Mariners Partnership<br />Press Release<br />
Custom Mariner/Hefeweizen POS<br />On Package Sticker<br />Distributor/Retailer Templates<br />Double Sided Coaster<br />A...
C-Store Promotion<br />
7-11 Big Bite Promo – Summer ‘08<br />Worked with 7-11 to create store Ringing Instructions<br />
Rite Aid California Promo<br />
Advertising<br />
2008 Spring/Summer Advertising Campaign<br />Radio<br />Television<br />Northwest Sports Tonight Spring/Summer Sponsorship...
Worked with Advertising Agency on Pre-Production Commercial Sketch<br />
Online Creative<br />
KING 5 News Sports<br />Seattle Times Homepage Sponsorship<br />Seattle Times Sports Sponsorship<br />
Competitive Marketing Strategy<br />
Blue Moon Defense<br />Blue Moon Brewery, owned by Miller-Coors, has had tremendous growth within the craft beer industry....
Market and Consumer Research<br />
Consumer Research<br />Who is the Pyramid Hef consumer…?{Research done in Los Angeles and Dallas in April ‘07}<br />Drinki...
25-35<br />Mature<br />Active social life<br />Casual / Relaxed<br />Cooking<br />Traveling<br />Experimenting<br />Into s...
Misc.<br />
Grocery Shelf Talkers<br />
Distributor Truck Campaign<br />
Permanent POS<br />
Brand Story<br />
Beer Education Map<br />
New Website<br />
Pyramid Distributor Website<br />Project Manager for developing new trade website (www.marketing.pyramidbrew.com) that all...
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Sampling of Pyramid Marketing Projects

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Just a small sampling of the marketing projects I worked on while at Pyramid Breweries

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Sampling of Pyramid Marketing Projects

  1. 1. Sampling of Shaun Madsen’s marketing projects at Pyramid Breweries<br />
  2. 2. Pyramid Distribution<br />
  3. 3. New Product Development and Packaging Re-Designs<br />
  4. 4. Costco Brewers Box<br />
  5. 5. Imperial Hefeweizen<br />
  6. 6. Package Redesigns<br />2004 - 2007<br />2007-2009<br />2009 - Present<br />Redesign extended to bottle labels, 12packs, tap handles, mother cartons, and all POS<br />
  7. 7. New Brand PositioningIntroducing lifestyle components and key elements<br />Fall 2008<br />
  8. 8.
  9. 9.
  10. 10.
  11. 11.
  12. 12. Curve Ball - 2009<br />Summer 2009 Variety Pack<br />
  13. 13. New Spring 2009 Seasonal<br />
  14. 14. Crystal Wheat<br />Distributor/Retailer Sell Sheet<br />Crystal Wheat Ale is first introduced to the market in April ‘08<br />
  15. 15. Curve Ball Seasonal Campaign<br />Online creative<br />On-premise poster and table tent insert<br />New packaging and new Blonde Ale liquid<br />
  16. 16. New Brewers Box<br />Grocery Brewers Box<br />Distributor/Retailer Sell Sheet<br />Costco/Sam’s Club Brewers Box<br />
  17. 17. Limited Edition Packaging<br />Grocery<br />Costco<br />
  18. 18. Grocery Promotions<br />
  19. 19. Hef Summer Golf Getaway<br />In Store Promotional Elements<br />
  20. 20. Hef Summer Golf<br />
  21. 21. Cooking With Beer ’08 Retail Promotional Program<br />6 Pack Bottle Necker<br />Case Card POS<br />Front side with value offer either on food item or Pyramid product<br />Back Side with dinner recipe incorporating Pyramid beer (s) <br />
  22. 22. Fly, Fly Away Mariners Sweepstakes<br />In Store Promotional Elements<br />
  23. 23.
  24. 24. Safeway Affinity Programs<br />Case Cards<br />Coupons<br />
  25. 25. Seasonal Campaigns<br />
  26. 26. Curve Ball POS<br />
  27. 27. Broken Rake<br />
  28. 28. Snow Cap Seasonal POS<br />
  29. 29. Strategic Partnership Development<br />
  30. 30. Applebee’s Custom POS<br />Sampling of national account custom seasonal on-premise creative<br />
  31. 31. Seattle Mariners Partnership<br />Press Release<br />
  32. 32. Custom Mariner/Hefeweizen POS<br />On Package Sticker<br />Distributor/Retailer Templates<br />Double Sided Coaster<br />Alehouse Signage<br />Grocery Base Wrap for Displays<br />
  33. 33. C-Store Promotion<br />
  34. 34. 7-11 Big Bite Promo – Summer ‘08<br />Worked with 7-11 to create store Ringing Instructions<br />
  35. 35. Rite Aid California Promo<br />
  36. 36. Advertising<br />
  37. 37. 2008 Spring/Summer Advertising Campaign<br />Radio<br />Television<br />Northwest Sports Tonight Spring/Summer Sponsorship (KING 5, KONG 6/16 & NWCN 2)<br />Click on Folder icon to Play<br />
  38. 38. Worked with Advertising Agency on Pre-Production Commercial Sketch<br />
  39. 39. Online Creative<br />
  40. 40. KING 5 News Sports<br />Seattle Times Homepage Sponsorship<br />Seattle Times Sports Sponsorship<br />
  41. 41. Competitive Marketing Strategy<br />
  42. 42. Blue Moon Defense<br />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. <br />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. <br />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”.<br />
  43. 43.
  44. 44.
  45. 45.
  46. 46.
  47. 47.
  48. 48. Market and Consumer Research<br />
  49. 49. Consumer Research<br />Who is the Pyramid Hef consumer…?{Research done in Los Angeles and Dallas in April ‘07}<br />Drinking with my better half<br />Like the outdoors<br />Enjoying with a group of friends<br />Being outdoors: Hiking, camping and sailing<br />Laidback and Cool<br />Approachable<br />Watching a game with friends<br />Underlying sense of sophistication and wisdom<br />
  50. 50. 25-35<br />Mature<br />Active social life<br />Casual / Relaxed<br />Cooking<br />Traveling<br />Experimenting<br />Into savoring and enjoying different flavors<br />Regular game nights<br />Sophisticated but not taking oneself too seriously<br />Meet the Hefe Target<br />“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.”<br />“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.”<br />
  51. 51. Misc.<br />
  52. 52. Grocery Shelf Talkers<br />
  53. 53. Distributor Truck Campaign<br />
  54. 54. Permanent POS<br />
  55. 55. Brand Story<br />
  56. 56. Beer Education Map<br />
  57. 57. New Website<br />
  58. 58. Pyramid Distributor Website<br />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. <br />

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