How do you get the next generation of craft beer lovers to take notice, to see you in a new light? The answer for Redhook wasn’t an ad campaign. The answer was an experience. A brewpub that put Redhook’s pioneering, innovative techniques on display. Named and designed by yours truly.
Their youthful target wasn’t even born when, working out of an old Seattle transmission shop, a couple of beer-lovers who thought they knew better brewed up their first batch of Redhook. Thus was born a craft beer movement that no one had yet thought to call a craft beer movement. Picking up on the brand’s rich origins story, D/C’s new campaign puts “The Grandaddy of Craft” (as the brand tagline has it), alongside a host of other “Seattle Originals” (as the campaign has it). There’s real-life Seattle superhero Phoenix Jones and Seattle’s own King of Rock ’n’ Roll, El Vez. And the Queen City’s Matthew Inman, creator of the wildly popular web comic, The Oatmeal. Redhook, the effort reminds those too young to remember, is not only part of Seattle history and beer history, it’s part of the proudly inventive local community. Launching today, the campaign is playing out across Seattle and an inventive mix of billboards, wild postings, stencils powerwashed onto sidewalks, radio and digital — from paid social to native content to geo-fenced mobile banners near the billboards.
Over three decades ago, Redhook ESB reimagined what an American beer could be. It was craft before there was such a thing, and it was an unqualified success. So much so, that it started to become a victim of that success. The company’s growing operation and big-time distribution deal had some people starting to look for the next thing. And with time, some began to forget the history. Even in its hometown of Seattle.
Now Redhook is ready to reclaim its rightful role as the OG of craft beer — with a new campaign launching online, outdoor and on the radio this summer. Called the Granddaddy of Craft, the campaign will feature Redhook ESB in its striking throwback package, while reminding whippersnapper beer drinkers to have some respect for their elders.
“Today, there are over 250 craft breweries in Washington. In 1981, there was exactly one,” said D/C’s young-at-heart ECD Parker Channon. “And we’re just here to remind Seattle who started it all.”
Redhook Brewery has picked Duncan/Channon as its agency of record, leading strategy, creative and media efforts. This marks D/C’s second brand from leading brewer, Craft Brew Alliance.
“Throughout the search process, Duncan/Channon demonstrated deep strategic thinking and creativity, along with a profound understanding of Redhook’s brand, values and vision — we’re pumped to have them on board as our creative partners and can’t wait to evolve the brand together,” said Karmen Olson, Redhook Brewery’s brand manager.
The first campaign is expected to launch in Redhook’s home market of Seattle this summer.