LoveBeer International Campaign
Dallas Society of Visual Communications Show Silver Medal
Dallas Society of Visual Communications Show Bronze Medal
Graphis Poster Annual
Andrews Distributing, one of the largest beer distributors in the U.S., wanted a way to give its on-premises (bars and restaurants) and off-premises accounts (liquor stores and grocery stores) a way to promote their portfolio of imported beer brands.
We created the LoveBeer International Event, a celebration of imported beers from around the globe. We created a full and scalable toolkit for their accounts to use, knowing that some accounts would only use a few parts (a restaurant using coasters and a menu insert, for example) while others would use most or all of the parts (a grocer who would hang posters, create displays using end-cap signage, and promote products with stickers and neck hangers on 6-packs, 750mL bottles, and growlers).
The campaign used a variety of visual cues from travel posters, architectural landmarks, country flags and colors, and airport tags, resulting in a festive and slightly vintage look that appealed to both on- and off-premises consumers.
The promotion was a success. Import sales were up twenty percent during the campaign period, and continued sales of imported beers from consumers who tried a new brand during the campaign rose as well.