Campaign National Independent Beer Run Day.
Advertiser Brewers Association
Brand Brewers Association
Date of First Broadcast/Publication
Business Sector Beers, Ciders, Lagers
Story Honoring the spirit of American Independence, the summer and beer’s biggest holiday – July 4th – Sterling-Rice Group has created an integrated advertising campaign for the Brewers Association, the not-for-profit trade association dedicated to small and independent American brewers, that declares July 3 “National Independent Beer Run Day.” With the insight that the July 4th weekend is the biggest week for beer sales annually, SRG saw an opportunity to tie into 4th of July and its celebration of independence, by creating a companion holiday, “National Independent Beer Run Day.” The celebration calls on beer lovers to seek the independent craft brewer seal and purchase craft beers produced by small and independent brewers for their Independence Day festivities. “What I love in particular about this campaign is that in a ‘Small Business Saturday’ type of way it reminds people to think about and support independent business people – specifically independent craft brewers -- on Independence Day,” explained Adam Wohl, executive creative director at SRG. He added that “this campaign also builds upon the foundation and success of our previous campaigns by continuing to bring awareness to the independent craft brewers seal and what it represents.” Through a series of humor-driven ads, we find that even when the hot dogs, sunscreen or even fireworks are forgotten, as long as the independent craft beer is served, the celebrations will continue. The videos will be marketed across a wide array of social media and digital channels. Audio spots and summer-themed sponsored playlists will also appear on Pandora Radio. Additionally, the Brewers Association will stream a world record attempt at the longest cheers ever, toasting all 7,300 small and independent U.S. craft breweries. CraftBeer.com—the Brewers Association website for beer lovers—will also support the effort with a collection of informative content. Beer lovers are invited to join the National Independent Beer Run Day Facebook Event for updates.
Media Type Television

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