Three years after launching the brand, Beerworks found themselves surprised. Peacemaker, the beer they expected to drive sales, wasn’t their frontrunner as predicted. They asked us to help. We found that drinkers were confused by the “extra pale” beer style classification: was the beer extra hoppy, extra strong or extra light? We set out to clear up any confusion, showing drinkers just how to enjoy Peacemaker—in a big way.
We started by changing the beer style, calling it an “Anytime Ale.” That classification concisely communicates that it’s lighter, easy-drinking and lower in alcohol. Even better, it tells drinkers exactly when is best to enjoy it: anytime is a good time for a Peacemaker.
To relaunch the newly-named brew, we built the brewery’s first paid media advertising campaign. We put ourselves in the shoes of craft beer drinkers, finding Peacemaker-perfect “Anytime” moments. We quickly realized we could come up with far more occasions than drinkers would have cans on-hand. That sparked an idea.
We proposed using Peacemaker to introduce the brewery’s first multi-pack. But with a beer that’s perfect Anytime, drinkers would surely want to keep more than a 12-pack on-hand. So, we created the world’s first 99-Pack.
Weighing in at eighty-six pounds and measuring over seven feet in length, the 99-Pack is as ridiculous as it is awesome. The outside of the box features a laundry list of moments to enjoy Peacemaker, and inside there is a cold beer for every one of them. Priced at $99.99, craft beer retailers large and small lined up to carry the multipacks.
Sharing a box of beer this beastly is a natural opportunity to engage fans on social media and beyond. We built digital ads, billboards and a video that tells the Anytime Ale story. We created an Anytime Ale micro-site where fans could post, tag and view their own unique “Anytimes.” Print ads and brand merchandise rounded out the campaign.
Launched in late August, news of the world’s largest multi-pack went viral. Austin Beerworks made headlines across the globe, landing on the front page of Reddit and garnering profiles on Good Morning America, Comedy Central’s @midnight, NPR’s Morning Edition, Mashable, Gizmodo and CNN.