CGN Preps Beer Ads

CGN Marketing & Creative Services this week will break a broadcast campaign for Coastal Extreme Brewing.

The effort is scheduled to run in Rhode Island and southeastern Mass achusetts, where the Middleton, R.I., micro brew ery’s flagship pro duct, Newport Storm Hurricane Amber Ale, is being distributed. Spending is $1-3 million; the ads target males in their 20s.

“Their niche is guys who think of beer as a fun thing,” said creative director John Migliaccio.

Two 15-second TV spots are set in a typical bar. In one, a brawl is heard in the background as a hand grabs a bottle of Newport Storm to join in. Realizing his error—Newport Storm apparently being too tasty to waste as a weapon—the hand quickly grabs another bottle to use in the melee.

In the other, a patron spills his bottle of Newport Storm only to find the bartender, after wiping up the spilled beer, wringing it back in his glass.

Two 30-second radio ads illustrate the mayhem that ensues when the product goes to waste. In one, a bottle of the beer is broken while being used to christen a ship; in the other, a juggler breaks a bottle after adding the beer to his act.

The tagline “Newport Storm beers. Brewed in small batches—so every drop counts,” closes out both TV and radio spots.

CGN won the business in March. The current campaign follows print that broke last summer.

Other credits include copywriter Sean McBride, art director Josh Tetrault, producer Daryl Warner and account executive Dana Wantman.