DDB Claims Enigmatic “Ethel’s Brew” Beer Launch
June 27, 2012
Global Network With Most Cumulative Cannes Wins Launched Microbrew at 2012 International Festival of Creativity
NEW YORK, NY, June 27, 2012—DDB Worldwide announced today that it is the agency responsible for Ethel’s Brew – a new beer that was recently introduced at the Cannes Lions International Festival of Creativity. Featuring the tagline "Go Out With a Bang," the effort was created to raise awareness of DDB’s successful social creativity approach through the case-in-point development of an exceptionally creative brand with only a two-week marketing window and minimal budget.
While the beer was positioned and marketed as the product of an eccentric elderly woman in Brooklyn, the brand and Ethel character were in fact the brainchild of Amir Kassaei, DDB Worldwide’s Chief Creative Officer, and his creative team. The beer was contract brewed by Brasserie Duyck in Jenlain, France, and 15,000 units were distributed last week at several hotels, bars and parties throughout the Cannes Lions International Festival of Creativity. Buzz on websites and in social media throughout the week established the brand’s image with thousands of mentions in blogs, articles and social media about the “Ethel” character and the brew.
“This year in Cannes, instead of just throwing a huge expensive party, we wanted to create something that would be far-reaching, reflective of DDB’s creative nature, and showcase the use of social creativity to produce tangible results for a brand in a short two-week time frame,” Kassaei said. “Anyone can throw an over-the-top party, but pulling off a brand and product launch on a shoestring budget is a more exciting challenge for our teams.”
“We wanted to do something unexpected,” said Chuck Brymer, CEO of DDB Worldwide. “Like take an 88-year-old woman and have her create demand by engaging with consumers with unpredictable and funny messages on Twitter and 437 Madison Avenue New York NY 10022 T 212 415 2000 F 212 415 3414 firstname.lastname@example.org www.ddb.com Registered numbers, office and regulatory authority details as required Facebook. Or have her make a low-budget home video introducing Ethel’s Brew in her outdated, 70’s decor living room.” To support the launch of Ethel’s Brew, DDB’s largely digital marketing campaign was released over 14 days starting June 12, ahead of the Cannes Lions International Festival of Creativity. The effort included disseminating sharable video and image content via seeding and social media while simultaneously engaging fans and encouraging follows through Ethel’s persona on Facebook, Twitter, Tumblr and more. The "Go Out With a Bang" campaign features seven video spots portraying the eccentric and fun personality of Ethel’s Brew namesake Ethel Goldschmidt. Additionally, nine out-of-home (OOH) print executions were prominently placed in OOH units and as wild postings across town throughout the Cannes Lions Festival until June 25. Ethel’s videos and images appeared on highly trafficked websites such as Funny or Die and Blend.nl, in addition to niche beer blogs such as ratebeer.com and brewbound.com.
DDB Worldwide Communications Group Inc (www.ddb.com) ranks among the top five consolidated advertising and marketing services global networks, according to Advertising Age. DDB emphasizes Social Creativity to grow the value and influence of brands around the world by creating ideas that people want to play with, participate in and pass along. The agency is consistently one of the most awarded at the Cannes Festival of Creativity and was recognized by The Gunn Report as one of the Top 3 Global Networks for 10 of the last 12 years. DDB was also recently named the Spikes Asia Network of the Year for the second consecutive year and the Eurobest Network of the Year for the third consecutive year. DDB Worldwide is part of Omnicom Group Inc. (OMC) and consists of more than 200 offices in over 90 countries. Creative: Website: http://www.ethelsbrew.com Video: http://www.youtube.com/channel/UCzqdzZWyBl_nJpQUDYUtg0A Print/OOH: http://www.ethelsbrew.com/press/Ethels_HIGHRES.pdf iPad app: http://itunes.apple.com/us/app/ethelsbrew1/id536637010?mt=8