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 to get more millennials to know us and choose us—in our own backyard and new ones.
Cream Ale AleBlazers
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:
18%
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.View caption
Sales growth in expansion markets:
8%
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+