By Joan Voight
SAN FRANCISCO–The first ads for Gordon Biersch crafted by Hampel/Stefanides mark the brew pub chain’s foray into bottled beer sales.
The client has launched retail sales of its bottled products with newspaper and outdoor ads that broke in Northern California and Hawaii last week.
The campaign will be rolled out in additional markets as the brewer expands its distribution, according to company officials.
Using a new tagline, ‘Beer like it ought to be,’ the ads are the first work of the San Francisco agency since New York-based Hampel/Stefanides acquired the office from the former Mandelbaum Mooney Ashley five months ago.
The tag is designed to emphasize the authenticity of Gordon Biersch’s German-style lagers, said agency associate creative director Jim Lesser, who helped Mandelbaum Mooney win the $2-3 million account in September.
All the ads feature product shots and have a maroon background color that relates to the deep red on the product packaging. ‘We already have brand awareness in the markets where we are distributing,’ said Mark Blecher, vice president of marketing for the San Jose, Calif.-based client. ‘This campaign needs to tell people they can find our beer at the store, show them what the (bottle) looks like’ and communicate what the company stands for, he added.
An irreverent attitude is reflected in the ads’ headlines ‘to reflect the brewer’s
personality’ and keep the tone upbeat, said Lesser. The contemporary tone stands in contrast to the more traditional package design that shows a brewmaster studying a glass of beer.
One billboard pokes fun at the fruit-flavored beer fad, stating, ‘Sure we could make a strawberry beer. We could put a little paper umbrella in it too.’ Another execution takes aim at contract brewing. ‘We do something a lot of microbreweries don’t,’ reads the ad. ‘We brew it.’ Newspaper ads consist of long blocks of text that outline the history of the brewery.
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