The Jonestown mass suicide that shocked the world 20 years ago might seem an unlikely event for a microbrewer to use in trying to humorously promote its beer.
But Left Hand Brewing in Longmont, Colo., throws caution to the wind in a new print ad from TDA Advertising & Design, also in Longmont.
The ad (shown here) shows a cocktail glass sitting atop a napkin, containing a suspicious red liquid. The napkin reads, "Jonestown Summer Picnic 1978." Copy below the picture reads, "Sometimes you're not in the mood for what everyone else is having."
The client "wanted something different that would make people notice their quality-crafted beers among all the larger breweries," said Matt Leavitt, agency copywriter.
The controversial ad, which breaks in 12 states in mid-August, introduces the brand to markets outside Colorado.