A few years back I was involved in launching a new brewery and it’s initial beer brands. I had dozens of ambitious ideas about how to do something cool and original but after a while we realised the client had become risk averse and budget deficient. Most of the ideas just fermented, but never bubbled over into reality.
Today, I’ve come across a beer campaign that I wish I was part of. Its great and utilises all of the elements I’d love to have included in our efforts.
Sydney agency Droga5 recently launched a multi-platform strategic rebranding campaign for Cascade Brewery. It includes a quirky TV ad, slightly reminiscent of the one’s I have long admired in the USA for the New Belgium Brewery, an excellent new website and, best of all, an amazingly useful iPhone app.
Cascade Brewer’s Nose, is the quintessential beer-lovers free iPhone app, featuring tasting notes on over 500 Australian and international brews compiled by Tasmanian chef Rodney Dunn of the Agrarian Kitchen.
The application uses GPS technology to help beer-lovers search for their favourite stores, pubs and bars that stock Cascade as well as helping you keep tally of the brews that you’ve tried to date.
It’s like Foursquare for beer. Friends with the app can check out each others beer tallies on Facebook.
The barcode scanning feature allows for prospective beer-buyers to scan a beer and bring up tasting notes to inform their decisions. It even has a feature which suggests brews according to choice of food.
This looks to be a fantastic, well thought-out integrated campaign.
You can download the app here: http://itunes.apple.com/us/app/cascade-the-brewers-nose/id400835714?mt=8
and check out the very slick website here: www.cascadebreweryco.com.au
Or watch the new ad.
And for the record, no they didn’t send me any samples to write this, I just like it (and wish I’d thought of it).