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.
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.
The 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.
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.