Best Damn Brewing Co. is looking to be the go-to brand for fans of hard sodas and fruit brews and really any flavor bored alcohol consumers might want. To get that message out, the brand, which is owned by Anheuser Busch InBev, tapped creative shop Droga5.
On March 6, the company will launch its latest flavor, Best Damn Cream Soda, and a new branding campaign coincides with that release.
The cream soda push will serve as a “kind of refresh and offer another flavor in the flavor war of hard sodas,” said Kathy Sattler, senior director of Best Damn Brewing Co. “The consumer for this is someone who is really motivated by flavor [and something] new, so we’re putting out new versions and new flavors and options for them to choose.”
Sattler added: “We’re building a brand platform. Best Damn is going to have hard sodas, we have fruit brews, and at the end of March, we’re going to do a pilot, and we’ll have [a hard] sweet tea. So what’s very exciting for Anheuser Busch is that we’ve come across a brand platform that can continuously meet the needs of people looking for a change of pace.”
The new creative is meant to showcase a “playful brand personality,” according to a rep for the brand.
“Nowadays it can seem like everyone is pining for the past in one way or another—just think of all the suspenders you see or banjo music and paleo-caveman diets,” said Nicholas Bauman, senior copywriter at Droga5. “But the fact that we can go to the corner store and grab a six-pack of hard root beer or cream soda is proof that these are some damn good times, too.”
Check out two more spots below:
CREDITS
Client: BEST DAMN Brewing Co./Anheuser-Busch, Inc.
Campaign: These are the BEST DAMN times.
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Executive Creative Director: Matt Ian
Senior Copywriter: Nicholas Bauman
Senior Art Director: Sean Park
Copywriter: Kathryn Kvas
Art Director: Vignesh Seshadri
Chief Creation Officer: Sally-Ann Dale
Co-Director of Film Production: Jesse Brihn
Co-Director of Film Production: Bryan Litman
Senior Producer, Film: Bill Berg
Producer, Film: Jacob Vogt
Music Supervisor: Ryan Barkan
Music Supervisor: Michael Ladman
Associate Director, Business Affairs: Librado Sanchez
Business Manager, Integrated Production: Grant Thompson
Director of Art Production: Cliff Lewis
Producer, Art: Frannie Schultz
Global Chief Strategy Officer: Jonny Bauer
Co-head of Strategy: Harry Román-Torres
Strategy Director: Nick Maschmeyer
Senior Communications Strategist: Michael Pignone
Account Director: Stephanie Thiel
Account Manager: Tori Tessalone
Senior Project Manager: Joe Watana
Project Manager: Tessa Muchura
Associate Legal Counsel: Erica Palaia
Client: BEST DAMN Brewing Co./Anheuser-Busch, Inc.
VP of BEST DAMN Brewing Co.: Rashmi Patel
Sr. Director, BEST DAMN Brewing Co.: Kathy Sattler
Sr. Associate Brand Manager BEST DAMN Brewing Co.: Marni Baron
Sr. Manager, Insights Anheuser-Busch, Inc.: Van Blackwood
Production Company: HUNGRY MAN
Director: Conor Byrne
Managing Partner/Executive Producer: Kevin Byrne
Executive Producer/Director of Sales: Dan Duffy
Executive Producer: Mino Jarjoura
Executive Producer: Caleb Dewart
Executive Producer/HOP: Jacki Sextro
Producer: Tyler Byrne
Production Supervisor: Chad Alburtis
Editorial: Cosmostreet
Editor: Aaron Langley
Editor: Craig Deardorff
Assistant Editor: David Otte
Executive Producer: Maura Woodward
Producer: Luiza Naritomi
Post Production: Eight VFX
Executive Producer: Alyssa St. Vincent
VFX Supervisor: Yannick Leblanc
Flame Lead: Luc Job
On Set VFX Supervisor: Kathy Siegel
VFX Producer: Michael McCarthy
VFX Coordinator: Patricia Burgess
Color: Aline Sinquin
Music: duotone
Creative Director: Jack Livesey
Executive Producer: Ross Hopman
Producer: Giovanni Lobato
Sound: duotone audio post
Mixer: Andy Green
Executive Producer: Greg Tiefenbrun
