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Campaign Spotlight

Campaign Spotlight: Monteith’s Latest Brew is So American, Colenso BBDO Launched the Ultimate Appeal to Have the Official U.S. Seal On it

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.

That’s why, to launch Monteith’s latest brew, Patriot American Pale Ale, the brewery and Colenso BBDO chose to go after the only piece of recognition that should matter to an American Pale Ale – the official U.S. seal itself.

The campaign launched this week as an open request to the U.S. Embassy in Wellington, the “closest America they could find”. 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 U.S. Embassy in the hopes of getting approval to use the seal on the beer. 

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And apparently there’s more to come.

Sean O’Donnell, Marketing Director at Monteith’s Brewing Co., 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, ECD at Colenso BBDO, commented “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 at the time of writing.

 

Credits

Client: DB Breweries

Sean O’Donnell – Marketing Director

Dave Openshaw – Senior Marketing Manager

Brooke Freeman – Marketing Manager

Finian Scott – Brand Manager

 

Agency: Colenso BBDO

Media: Dentsu Aegis Network

Partner with adobo Magazine

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