New Belgium Brewing Campaign Analysis

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One of the major advertising campaigns that New Belgium used was the use of a television ad. Douglas Holt, a leading proponent of “cultural branding”, helped NBB (New Belgium Brewing Company) create a brand manifesto. A brand manifesto was a 70-page document, which described the brand’s attributes, character, cultural relevancy and potential. This also gave NBB a relationship with an upstart advertising agency from New York called Amalgamated Inc. Amalgamated discovered that working with the manifesto as a guide and a somewhat restrictive budget, television was a good marketing communication to use to reach NBB’s audience. Television ads were low cost per viewer and it had a wide reach to its audience. The audience for NBB’s commercial would …show more content…

For the director of NBB’s commercial, they picked Jake Scott. He scouted throughout Colorado searching for a good spot to shoot the commercial. For the “Tinkerer” role, Scott decided that a Boulder craftsman Charles Srbecky could play that role. The “Tinkerer” was a character who discovered an old cruiser bike that had been customized, modernized and left for scrap. The campaign tagline was “Follow Your Folly … Ours Is Beer”. The shooting of the commercial took over three days. Most of the talent and crew came from the surrounding Colorado communities. The commercial also had a song from an artist named Devendra Banhart. Eventually, the commercial was a 16-millimeter film stock that had a mid-1970’s feel with Banhart’s music. NBB’s product only appeared at the last five seconds of the commercial between the taglines. In the end, the company’s brand image was very well enhanced. The bicycle imagery shot gave a feel for the place to the people who don’t live in or near Colorado. The act of rescuing a bike from bad technology gave a metaphor about NBB’s effort to recycle and reuse

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