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NEW BELGIUM BREWING. Free Powerpoint Templates. GROUP MEMBERS. CONTENT. Background New Belgium´s Marketing strategy Developing a Brand Manifesto Media tools Message development New Belgium rolls out icon to Fat Tire beer “Follow your Folly. Ours is beer.” The theory

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  1. NEW BELGIUM BREWING Free Powerpoint Templates

  2. GROUP MEMBERS

  3. CONTENT • Background • New Belgium´s Marketing strategy • Developing a Brand Manifesto • Media tools • Message development • New Belgium rolls out icon to Fat Tire beer • “Follow your Folly. Ours is beer.” • The theory • According to Bob Mikulay • Conclusion • Continuation

  4. BACKGROUND • 1989 Jeff Lebsch rides his bike through European villages famous for beer • Basement-brewed creation • 1991 brewery goes commercial • Kim Jordan began marketing proces by knocking on neighbors doors • Company core Values and Beliefs

  5. BACKGROUND (cont.) • Empolyee ownership • The third largest “Regional craft brewery” • Distibution in 7 states • Brands: Fat Tire Amber Ale, Ranger India Pale Ale, Sunshine Wheat, 1554, Skinny Dip, Mighty Arrow... • Philantrophy program • Alcohol responsability

  6. NEW BELGIUM´S MARKETING STRATEGY • Begining strategy- word of mouth, beer festivals, free samples • In 1996 Greg Owsley became marketing director- more marketing efforts • Festivals, sponsorships and print media ads increased sales • Tour de Fat, Beerstream, contest “ What´s your Folly?”

  7. DEVELOPING A BRAND MANIFESTO • 2003 NBB expanded to California- new tactics for new market • Douglas Holt- expert for “cultural branding” • Holt became NBB consultant in 2003 • Brand manifesto on 70 pages

  8. MEDIA TOOLS • Radio shorts • Theatrical screenings • Other media: which customers expected to see interwoven with entertainment

  9. MEDIA TOOLS • Television: low cost per viewer and wide reach. • the power of television could work to bolster or undermine the brand with equal efficacy

  10. MESSAGE DEVELOPMENT • The advertising should be implementing with moderate budget • The ads film should bring timeless feel, reflect the company’s Manifesto and cultural tension of The mountain local lifestyle, which can be seen as the compromise between live the life one person wants with balancing the economic needs of existing within a technology

  11. NEW BELGIUM ROLLS OUT ICON TIED TO FAT TIRE BEER • TheTVCommercial titled TINKERER was done by RSA USA advertising agency Fat Tire Beer company (for New Belgium Brewing Company) in USA. It was released in January 2005

  12. “ FOLLOW YOUR FOLLY...OURS IS BEER” • New Belgium is rolling out a new logo that pays homage to the well-known Fat Tire brand bicycle. The new icon -- based on a 1952 Schwinn Hornet -- is gracing bottle caps, six-pack carriers, signs and trucks. The company is touting its products via a new ad slogan: "Follow your folly. Ours is beer."

  13. Even as NBB decided to speak to a wider audience through a new medium, the roots-style marketing that launched the company could not be abandoned • It became even more important to speak to the insiders who helped build the brand in the same authentic and personal tone they had come to know and embrace

  14. Rather than redirect energies from event sponsorship to media, events became an even greater opportunity to maintain that vital dialogue • Rather than test the spots on focus groups, NBB turned to insiders in the bike community and friend of the brewery with some personal history and knowledge of the brand • http://www.newbelgium.com/Community/videos.aspx?id=bda4497c-1bb9-4099-80bd-992a9307ff03

  15. THE THEORY • Medium of television would reachthose faraway outposts where ranger sales staff penetration was difficult and not cost effective. In mature markets,the personal touch would beREDOUBLED

  16. ACCORDING TO BOB MIKULAY • Beer has to be about fun. In advertising, brewers have always added irreverence, quirkiness and silliness but with strong instinctive understanding of their own brand. • Like NBB, other brewers are showing signs that they are ready to fulfill their role in the industry better than ever

  17. CONCLUSION • NBB’s first television-based advertising campaign, approached with great deal of inner reflection, mirrored well the craft brewer’s personality. • It aimed directly at a youthful demographic. • NBB positioned itself as whimsical, thoughtful and reflective

  18. CONTINUATION... • At a time when marketers • are seeking ever-more insidious means to cut through the clutter, NBB chose to redefine a category in a very traditional medium where ads are acceptable and the rare good ones can still be groundbreaking, thoughtful and effective

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