Sometimes it is the littlest things that connect with people. In junior high we had this pop machine that had different juices in it. And there was a promotion in which winners were announced on the inside of the can. So, finish this sugar bomb of a juice and see if you won! It was fun. I am still eyeballing the bottom of all my cans to see if I’m a winner. In this same vein, I like teas that have little mantras under the cap or on the paper tag and those jokes Molson has (had?) when I would accidentally find myself drinking a Molson.
Anyway, the team at Atlas Brew Works has been printing messages on the bottom of their cans for a while – normally something related to the beer or a timely world event the brewers want to highlight. On its own, a cool little thing for people to discover or an Easter egg for fans to check out each time.
To get the public excited for the release of its seasonal beer, Ninja Sauce, Atlas had fans vote on the message that would run with it. That type of kitschy customer involvement puts it over the top as the Craft Beer Marketing Idea of the Week.
“This is the first time we’ve held a contest like this,” says Avery (Lewis) Meetre with the LRA PR company, in charge of promoting this promotion. “The Atlas team provided us four ‘slogan’ options and then we created Instagram Stories asking followers to vote for their favorite in a poll. The winner, Cowabunga, was then printed on the bottom of the cans.”
The team has already kicked off a contest for Washingtonians and those in Atlas’s DTC markets (MD/VA/PA/OH) to win a giveaway if they post the can on their social media platforms.