AGENCY
Jamie Moran, Account Supervisor
Michael Morris, Connection Strategist
Mike Caguin, Associate Creative Dir.
Eric Husband, Associate Creative Dir.
Mike Fetrow, Executive Creative Dir.
Ryan Carlson, Designer
Brian Ritchie, Copywriter
Teresa Demma, Project Mgr.
Tony Saucier, Senior Associate
Ed Bennett, Design Dir.
Greg Goranson, Production Artist
Susan Engelhart, Print Production Mgr.
Brandon Smith, Contact Planner
Paul Hoffart, Contact Planner
Brad Failor, Communications Coordinator
SUMMARY
Despite its rich Minnesotan heritage, The August Schell Brewery was nearing extinction at bars in the Twin Cities. Often perceived as your father's beer, the brewery was being outspent by the macro-brewswhose million-dollar budgets helped them hoard bar tap lines. The big challenge was to establish a larger presence in a crowded market and stake the beer's rightful claim as a cool, iconic local beer - on a microbudget. With a unique concert-series promotion and new branding campaign, tap line penetration increased by 500% and sales are up by 30%.
