D.C.—Nekisha DurrettVideo stories focused on originality and self-discovery from our six-city journey were the primary content of the AleBlazers campaign. This public-installation artist is all about breaking down first impressions and having people take a closer look.
  • D.C.—Nekisha Durrett
  • Boston—Boston Barber & Tattoo Co.
  • Nashville—Graci Phillips
  • Philly—Pizza Brain
  • BKLYN—Brooklyn Motor Works
  • Rochester—Dean Jones

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 created and curated experiences and content that celebrate true AleBlazers—the spirited people who are making their own path in life and whose taste for life is as unique as Cream Ale.

Sales growth in core regions:


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.

Sales growth in expansion markets:


Nashville—Eric Van HoutenThis artist knows that music connects people and that having a unique voice is how to build fans. Cheers to that.
  • Nashville—Eric Van Houten
  • D.C.—Inner Ear Studio
  • Philly—Wild Adriatic
  • Boston—Lian Leng
  • Rochester—Brewing Today

Tapping into originality

Cream Ale didn’t compete on the usual ads and media spend; that’s not original. We told real stories of unexpected people, places and makers—think barbers, tattoo artists and fingerboard artists—through video, photography and editorial stories. All delivered 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.

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. Through a combination of engaging content, paid promotion and on-site tastings in both current and expansion markets, we saw 18% sales growth in existing markets and 8% sales growth in expansion markets.

Engagement increase:

40 x

Total of videos played:

1 m+

Ready to make bold moves? So are we.