Breckenridge Brewery was ranked No. 47 in the top craft brewing companies in America in 2015, and that was the same year it was acquired by transnational beer giant Anheuser-Busch InBev. Now, they are filed at No. 1, under the giant umbrella of AB InBev, so we don’t exactly know how big they are today, but they’re big enough to launch a national marketing campaign. VSA Partners (a Chicago creative agency) is sprearheading the campaign called “In Good CO,” which celebrates Breckenridge’s long 28-year history and the state of Colorado itself, with a focus on the natural splendor and outdoor activities the Centennial State has to offer. The ad above and below aligns the beer maker with its beautiful natural surroundings (“CO” standing for both Colorado and company). There are 30 and 15 second variants as well.
According to this Adweek article:
“With over 6,000 craft breweries competing for attention, it’s more important than ever for craft beer brands tell their stories well. While Breckenridge has had national distribution for some time, to sustain and grow, it needs to stand out and connect with drinkers in a much more competitive space,” VSA Partners associate partner, client engagement Mike Walsh told Adweek.
It’s definitely pretty and almost feels like a tourism ad (check out this Michigan ad that features Jolly Pumpkin for reference). The video welcomes viewers to Breckenridge’s 67-million-acre beer garden, and the camera basks in the twilight splendor of Colorado springs and peaks, cutting to the Littleton, Colo., brewery and parties around campfires and concerts. The campaign will also include OOH (out-of-home advertising), digital and social elements and some redesigns to packaging. Back to Adweek:
“Our approach with Breckenridge, as with any of the craft breweries we work with, was to bring out the essence of their culture. This isn’t just a brand — it’s a brewery,” Walsh told Adweek. “And the culture that surrounds it is what makes people love it. Breckenridge is obsessed with creating a welcoming community — from its Farmhouse pub fire pits and the concert series it hosts, to its innovative, accessible beers. That emotive, hospitable quality had to come through.”
A second spot also focuses on the brand’s Colorado heritage, positioning Breckenridge Brewing’s new addition to its year-round roster, Nitro Irish Stout as “Irish inspired. Colorado crafted.”
That ad is right here: