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With the green movement in full swing, New Belgium Brewing felt it was best to recycle last year’s pro-recycling ad campaign. The craft brewer tweaked its “Find Your Folly” ad message to create the “Redefining Folly” print effort.
The campaign celebrates environmental activists including wind power visionary Dan Hartman and the skinny dippers of WhiteSalmonRiver.org.
“What’s unique about our ‘Redefining Folly’ campaign is that the target is the craft beer drinking audience, not necessarily the so-called green consumer.
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