Druthers Brewery taps Blackdog for brand awareness campaign

BlackDog Strategy & Brand launched a brand awareness campaign for Saratoga Springs, N.Y.-based Druthers Brewery that celebrates thought leaders and activists that have put their life, work and convictions to the test.

“The campaign recognizes and celebrates those amongst us who’ve made extraordinary choices,” said Gloria Zemer, founder of BlackDog. “Druthers’ mission is to reward extraordinary choices with choice beer, and so it’s only fitting that the brand campaign honors those who, ‘given their druthers’ are making a positive impact in the world around us.”

Remarkable people who deserve a beer across the brewery’s home state, including leaders in education, charitable causes, social entrepreneurship and community activists, are featured in a series of inspirational videos that will reach Druthers’ market via an aggressive social media campaign. Each video testimonial details how, “given their druthers,” they chose life paths that were a matter of conscience and action.

The campaign videos include good citizens like Stacey Watson, chief executive officer of Drop In Nation, and Mike Jacobson, executive director for Habitat of Humanity in the Capital District. Check out Watson’s video for a taste of what the campaign is all about.

Black Dog Strategy & Brand is a brand house that develops brands for companies that are loyal to customers. BlackDog said it is proud to have captured the Druthers brand strategy, name and values. The company motto: “We don’t brand bullshit.”

The Druthers brand strategy was designed to overcome the regional limitation that craft brewers are facing when trying to push into the competitive craft beer market. Druthers will launch its brews into the national arena later this year. The brewery — a collaboration of Chris Martell, a public finance lawyer; George de Piro, a biochemist; and Brian Martell, a financial planner — was the culmination of a life’s dream to make great-tasting craft beer.