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Cream Ale: AleBlazers - hero image

Cream Ale AleBlazers

All craft beer claims originality, but the truth is, Cream Ale is one of three original American beer styles. And as Americans are drinking less and less beer, we needed to own this originality with an honestly creative approach to get more millennials to know us and choose us—in our own backyard and new ones—without traditional advertising.

Connecting with our audience about more than beer

Spreading awareness by driving connection

For marketing-adverse millennials who want to feel as though they set their own tune, we crafted and curated meaningful experiences and content. We celebrated true AleBlazers through authentic brand storytelling featuring the spirited people who are making their own path and whose taste for life is as unique as Cream Ale.

Cream Ale: Ale Blazers - Landing Page Design
Website updateThe Cream Ale site was updated to match the campaign with the same energy and visual design. It featured content highlights and a beer finder to help match consumers with the product.

Pivoting from Advertiser to Publisher

Cream Ale didn’t compete on the usual ads and media spend; that’s not original. We turned to crafting human-centric stories of unexpected people, places and makers—think barbers, tattoo artists, pizza curators, chop shop mechanics and fingerboard artists—through video, illustration, photography and editorial stories. All delivered in an agile manner through the channels our audience already hangs out in—social and digital. Plus, a printed zine and a flexi-record of tracks from the bands featured on our AleBlazers tour satisfied our audience’s craving for tangible analog content.

Sales growth in core regions:

+18%

Sales growth in expansion markets:

+8%

Engagement increase:

40x

Video plays:

1m+

Cream Ale: Ale Blazers - Social Media Content

Exceeding benchmarks & trends

In a market where originality is overclaimed, we delivered. And in a category that is flat on its best day, we punched hard. We rewrote the rules of the engagement playbook with tactics our audience welcomed into their lives. We combined engaging content, paid promotion and on-site tastings in both current and expansion markets, driving 18% sales growth in existing markets and 8% sales growth in expansion markets.

Recognition

2020 National Silver Addy

American Advertising Awards

American Advertising Federation National for Cream Ale Mash’d Zine

2020 D2 Gold Addy

American Advertising Awards

American Advertising Federation District 2 for Cream Ale Mash’d Zine

2020 D2 Silver Addy

American Advertising Awards

American Advertising Federation District 2 for Integrated Campaign

2020 Best of Show

American Advertising Awards

Rochester Advertising Federation for Integrated Campaign

2020 Best of Print

American Advertising Awards

Rochester Advertising Federation for Cream Ale Mash'd Zine

2020 Gold Addy

American Advertising Awards

Rochester Advertising Federation for Integrated Campaign

2020 Gold Addy

American Advertising Awards

Rochester Advertising Federation for Cream Ale Mash'd Zine

2020 Gold Addy

American Advertising Awards

Rochester Advertising Federation for Cream Ale Aleblazers ROI

2020 Silver Addy

American Advertising Awards

Rochester Advertising Federation for Cream Ale Aleblazers Social Video Campaign

More Work

Ready to make bold moves? So are we.