Brand Strategy, Creative, Internet of Things, Print
About Grain Belt
The Grain Belt brand has changed a lot over the last 125 years. It’s changed owners, breweries, beers and even cities. It’s a classic, but it was getting lost in the cooler among newer beers. So we launched a campaign to help it find new friends by reviving its old motto, The Friendly Beer, and turning that friendly talk into friendly actions.
We kicked off the campaign by taking a typical manifesto video and making it a lot friendlier.
We shared friendly messages on billboards, posters and coasters.
When football season came around, we turned 12-packs into games, bottle caps into players and beer bottles into game pieces to encourage a little friendly competition.
Doubled Social Footprint
Increased Regional Distribution