Marketing through Collaborations

Beer is a great way to bring people together on many levels. Craft beer has taken off not only in Colorado, but across the nation. There is a growing trend in brewing that is interesting to us marketers.

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Collaborations.

One way organizations and breweries are doing this is by having competitions to name or design a beer. By doing this, they are engaging people along every step of the way and generating a lot of PR. The brewery gets PR through the non-profit and vice-versa. In the age of social media, there is a huge potential for organic reach. Recently, United Way had a beer-naming contest to honor volunteers. Bonfils Blood Center teamed up with 6 breweries to create this seasonal 6-pack.
1744 Rockwell LabelThe Colorado State University College of Business collaborated with Odell Brewing Company in Fort Collins to create a 50th Anniversary brew.  A naming and label design contest was put out to the community and alumni.  After narrowing it down the 4 finalists, market research was conducted to choose one design.  Jet Marketing’s team was a finalist for this contest.  It was a great exercise in the science of naming and branding  – it was a fun project for everyone involved.

Jet was also involved in a more spontaneous beer-naming project.  What started out as a Father’s Day gift for my dad, Tim, turned into a tasty collaboration to commemorate the last year of Colorado State University’s Hughes Stadium.   I came up with the name “Harry Hughes’ Aggie Ale” and with the help of our amazing designer, Erin, we had a beer label and tap handle.  The thought was to use the tap and the stickers at my parents’ infamous tailgate parties – no matter what the actual beer on tap was.  Then local brewery, Horse & Dragon got wind of the project.  We now have a real beer and it has been enjoyed by beer lovers throughout Colorado.

Obviously Fort Collins is a great spot for collaborations with it’s hot bed of breweries.  But just think of the possibilities of collaborative marketing across other types of business and non-profits.  It is great inspiration for feel-good marketing that people will be genuinely interested in. Microsoft Word - Aggie Ale.docx

Katie O’Hara, Project Manager

Katie is a huge fan of local businesses and loves the opportunity to work with them. The creative collaboration that arises from these opportunities is fun and inspiring, and produces incredible results.