Boutique creative agency, Mr Mumbles, wanted to work on a beer brand.
They didn't have one. So they launched their own.
Yes, it was a business building strategy, one that led to a self-promotional campaign plus the brewing of its own beer and the launch of its own beer brand, Seven Hills Cream Ale.
The multi-media campaign targets the country’s top beverage brand managers, with the aim to showcase the agency’s creative credentials and stand-out in a highly competitive market sector.
“A recent IBIS World study on the beer market indicates the flourishing micro brewery market is set to double over the next four or five years,” says Mr Mumbles creative partner, Laurie Ingram.
“Knowing that the alcohol industry’s ever vigilant marketers would be keeping a keen eye on this sector we decided to completely immerse ourselves in the category by creating our own brand,” adds Ingram.
Phase one of the teaser campaign saw the creation of full-page press advertisement and online banner ads promoting Seven Hills Cream Ale in Drinks Trade, the most widely distributed business-to-business drinks industry publication. The agency has already received enquires from liquor store managers interested in stocking the label.
To create further momentum and engage brand managers on a strategic level, Mr Mumbles built industry news blog Boutique Brewery News and sent postcards from the site to its target audience -- beverage brand managers, alerting them to the arrival of a new market rival and directing them to the new brewery’s website.
Once landing on the Seven Hills Brewery homepage, Mr Mumbles finally reveals that the brainchild behind the new boutique beer label is in fact a Sydney-based creative agency that wants to work with their brand, not compete against it.
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