AUCKLAND, Today: To launch Monteith’s latest brew, Patriot American Pale Ale, Colenso BBDO chose to go after the only piece of recognition that should matter to an American Pale Ale – the official US seal itself.
Colenso ECD Dan Wright said: “The beer and wine world is full of awards, brewing titles, and gold medallions. So much so that it is hard for any one accolade to stand out.”
The campaign launched this week as an open request to the US Embassy in Wellington, the “closest America we could find”.
“America could not be contacted for comment.”
With blind optimism, requests have been made via a billboard outside the embassy, a full-page open letter in the newspaper, radio addresses, a social media campaign, and a website appeal – all of which were personally addressed to the US Embassy.
Monteith’s Brewing Co marketing director Sean O’Donnell said: “It’s ambitious, but we feel if any brew has a chance at wearing the official American seal, it’s Monteith’s Patriot APA.”
Dan Wright said: “It’s a seriously American Pale Ale,” whilst wearing nothing but an Uncle Sam hat and matching speedos!
America could not be contacted for comment.
- Read the open letter here
CREDITS
Client: DB Breweries
Marketing Director: Sean O’Donnell
Senior Marketing Manager: Dave Openshaw
Marketing Manager: Brooke Freeman
Brand Manager: Finian Scott
Agency: Colenso BBDO
Media: Dentsu Aegis Network
Share this Post
