New Belgium Brewing Recycles Campaign

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. With the latter it would feel like choir preaching,” said Greg Owsley, chief branding officer at New Belgium Brewing, Fort Collins, Colo. “Yet, with craft beer drinkers our message of good-beer-meets-good-sustainable-living is freshly compelling.”

New Belgium Brewing has been wind-powered since 1999 and it reuses or composts 73% of its waste stream. The campaign “perfectly mirrors the real company culture at New Belgium,” said Owsley. “With actual authenticity a brand quality that is getting harder and harder to find, the story of our brewery creates a deep relevancy with our beer drinkers.”

The campaign will run in 60 magazines including Cooking Light, Men’s Journal and Rolling Stone. New Belgium Brewing will increase its U.S. ad budget over the $1.1 million it spent on media last year, per Nielsen Monitor-Plus. Cultivator Advertising & Design, Denver, is the agency.

New Belgium experienced double-digit growth each of the past two years, per the company. New Belgium is privately held and does not release sales figures.