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 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