Coastal Extreme Brew Hires CGN

Coastal Extreme Brewing has hired CGN Marketing & Creative Services to help build a brand identity for the microbrew beyond its home base in Middleton, R.I.

CGN’s mission is to market Coastal’s Newport Storm brand. Spending will be in the $1-3 million range. Previously, Coastal Extreme advertised the beer in-state through TV spots produced by Providence shop RDW Group.

Coastal CEO Brent Ryan said the brewery is targeting people in the post-college age group—those who are deciding what their drink of choice will be in the future—and cited the youth of CGN’s creative group as an asset.

“Our goal is to be in front of those people when they’re making that decision,” Ryan said. “It makes a lot of sense to have guys in that demographic trying to hit that demographic.”

Scott Madden, senior vice president at CGN, said the Newport Storm ads will likely play up the association with nearby Newport and its prominence in the fishing industry. Chores include TV, radio, print and outdoor ads, as well as merchandising materials for the brew’s April rollout in Southeastern Massachusetts, including Cape Cod, Nantucket and Martha’s Vineyard.

CGN brings a wealth of beverage experience to this piece of business —creative director John Migliaccio, who will manage the account, has done work for Coca-Cola and the National Dairy Board at McCann-Erickson in San Francisco, Steinlager beer at Della Femina’s Boston office and Paterno Wine at Winkler Advertising in San Francisco.