Tag: beer


Why Budweiser is Not Hypocritical

Many in the craft beer community have been pointing the finger at Budweiser for being hypocritical for bashing craft brewing while its parent company AB InBev has been snatching up craft breweries to add to its portfolio. However, it is possible for Budweiser to do this without being hypocritical. To understand why Budweiser is not hypocritical one must first understand two variations of brand hierarchy. 


The first is called master brand, and under this hierarchy one brand is recognized as the controlling property and it also instills a single set of values for all its subordinates. The brands underneath are each their own brand or product but take on the values of the master brand. In most cases all the products have the same target audience.


An example of this is Apple. We all recognize Apple as a high tech company that puts out quality products. Better yet all the products are sussinct. Your iPhone talks to your iPod and iTunes and all those can integrate with your iMac. They’re all partners in the same mission. Continue reading “Why Budweiser is Not Hypocritical” »

New Castle Follow the Money

When all else fails, buy your Twitter followers

You may be familiar with New Castle Brown Ale’s satirical take on marketing. If not, I highly recommend watching their YouTube playlist. They call out the bullocks with no restraint and regularly newsjack big events. Most notably, the brand produced over eight videos about a “mega huge” Super Bowl ad that was never produced, and never was going to be produced. New Castle then proceeded to create videos about how other brands should have made their ads “mega huge.”

However, it wasn’t until June that New Castle turned their satire towards social media marketing. The brand launched an in-your-face social media campaign that was meant to literally buy Twitter followers. Too clever for their own good (they claim that the marketing team was not willing to put in the time to come up with a better idea), New Castle announced the “Follow the Money” campaign.

“Follow the Money” was designed to earn up to 50,000 new followers for the brand on Twitter by paying each new follower exactly $1.00 in exchange for their following. Being a social media analyst and enthusiast, I did not hesitate to participate.

After watching the video (below), going to http://FollowNewCastleOnTwitter.com (very literal) and clicking the “Follow” button, you then waited. About 6 hours later, you received a direct message from New Castle:

Finally, a DM worth receiving!

Finally, a DM worth receiving!

After waiting some more, you should have received a letter from New Castle around September 8th with enclosed payment for your surly duty — a brand new shiny commercial check in your name on it for the amount of one whole dollar!

Not Good Over $1.00

Not Good Over $1.00

So participants received a one-dollar check and something to blog about. But what did this whole stunt earn New Castle?

First, consider the strategy. New Castle wanted to spend the least amount of money to market their product. Let’s be honest, the new Twitter followers are just a byproduct of this campaign. The real aim was the loads of earned media from doing what every other brand did not have the bullocks (or brand voice) to do. It was a lofty goal, but not one too difficult to execute these days. You just need a wacky idea, a press release, a YouTube video and be ability to fulfill the promise.

New Castle Brown Ale ended up with 45,095 total followers (as of 9/11/14 at 5:30pm EST). Assuming they paid them all, discounting the 15,000 or so followers they had prior to the campaign, New Castle paid a total of roughly $30,000, plus postage and handling. However, the brand’s video received over 39,000 views, and the campaign received a considerable amount of media attention in the form of articles and blogs. In the grand scheme of things, the “Follow the Money” campaign was a relatively small investment compared to past campaigns, and well worth the cost per impression.


Exclusive content done right: Untappd Supporter

There are nearly infinite tactics for content creation and distribution. Any business hopes that content creation will result in revenue of some sort. If you are looking for a great way to build a community of passionate customers and generate revenue, there is one content tactic that you may want to consider: exclusive content.

Truly exclusive content is rare these days. Many companies have simply disguised readily available content as “exclusive” by putting it behind a landing page with a form on it. There is little or no vested interest in offering content only to devoted members of an audience. Rather, it is a bait-and-switch with hopes of creating a sense of scarcity, rather than added value. To do exclusive content correctly, it has to be genuine and of real value to the person jumping through the hoops to acquire it. Continue reading “Exclusive content done right: Untappd Supporter” »


Being a jerk is good for your brand.

“Study the top stories at Digg or MSN.com and you’ll notice a pattern: the top stories all polarize people. If you make it threaten people’s 3 Bs — behavior, belief or belongings — you get a huge virus-like dispersion.” – Timothy Ferriss

Many companies have recently taken a public stand on their values, and polarized the marketplace using the three Bs. They created divides on controversial issues, which in turn created buzz, generated interest and — most importantly — gave their real advocates reason to believe in the brand. But is this really that bad?

A strong brand knows who its customers are and caters to them and their worldviews. It builds a tribe around those values and enables its customers to spread the word and grow its market share. But what if those values go against the more recent movements for change? Continue reading “Being a jerk is good for your brand.” »

Homebrew: The Mash

Homebrew: Jalapeno Saison

This weekend I tried my hand at homebrewing! I ordered myself a nice little kit from Brooklyn Brew Shop and a beer that I instantly fell in love with after readying the name – Jalapeno Saison. Having a long history with legos and the frustration that can occur and having never brewed before, I read the instruction 6 times over before even beginning. I then read each step twice during the process. Yet, I still managed to miss that I needed ingredients that weren’t included in the package; agave nectar and jalapenos. Luckily I always have spicy peppers in the house and I made for a quick substitute for the nectar with honey; only after I confirmed the sugar concentration comparison with this nifty website. It turns out 1 unit honey = 1 unit agave nectar. Check out the gallery and video below!


#BeerChat, Cheers to Community!

Thursday, August 23rd, I had the honor of hosting #BeerChat, a Twitter Chat created by @ActiveBeerGeek about Beer on Thursday at 9 P.M. EST. Having a few pals that I drink brews with on a weekly basis I knew there would be at least a few tweeps partaking. I also chose a topic I knew that there was an interest in and trending the craft beer world, canned beer.

I invited a few of the breweries I knew that had canned beers and also the CraftCans.com people to join in on the fun. What ensued was what I would call a “screaming success”.

A total of 351 tweets were generated in the hour of the chat creating 2.17 MILLION impressions.

We had a sighting of a very unique beer, thanks to @GhostofElHombre

And even the great @OskarBlues join in on the fun!

Great big THANKS to everyone who joined in on the fun! See you next Thursday.


12 Most Important Things For Your July 4th Party

Having a party? I hope you have all these things!

12 items   2 followers   12 votes   1.49k views

12 Most Important Things For Your July 4th Party

There are 12 and only 12 things you need to make your July 4th Party the best!

Jul 04, 2012 - bonobos.com - 263
12 Most Important Things For Your July 4th Party | National Panthems

Sure they might be a bit pricey, but these are perfect for any patriot! They'll fit well! Plus there are at least 3 holidays you can wear them for!

Jul 04, 2012 - zappos.com - 229
12 Most Important Things For Your July 4th Party | Flag Shirt

Your ensemble wouldn't be complete with out a dashing Red, White and Blue stripped shirt!

Jul 04, 2012 - youtube.com - 213
12 Most Important Things For Your July 4th Party | Rock Music!

No party is a party with music. And for a true July 4th party you better have the theme right! ROCK MUSIC!

Guess Who - American Woman

Jul 04, 2012 - facebook.com - 229
12 Most Important Things For Your July 4th Party | Flag Themed Beer!

Beer is the staple party drink of America! Get that crisp, flavor-ish beverage and start your day early!

Jul 04, 2012 - flickr.com - 204
12 Most Important Things For Your July 4th Party | Patriotic Mask!

If your party call for it, get a mask! Masks create great photo opportunities. Plus no one can recognize you and pick on you for wearing that flag shirt!

Jul 04, 2012 - pinterest.com - 227
12 Most Important Things For Your July 4th Party | Star Spangled Jello!

Nothing says America like JELLO! Your party must have food, so start with non-filling, sometimes alcohol infused, jello

Jul 04, 2012 - poorgirlsguidechicago.wordpress.com - 202
12 Most Important Things For Your July 4th Party | 4th of July Punch

Class up your party with some much! This great recipe even has fruit, so its healthy. It will be a nice change from the Flag Beer, but just remember. Beer before Liquor...

Jul 04, 2012 - blogs.westword.com - 274
12 Most Important Things For Your July 4th Party | Hotdog Turtle Burgers

Cowabunga! We love bacon! Nothing is more American that food in the shape of animals and wrapped in BACON!

Jul 04, 2012 - blogs.miaminewtimes.com - 268
12 Most Important Things For Your July 4th Party | Cheese Whiz!

After blinding everyone with your pants and all that booze you'll need to make your garnishes easy! American Cheese is best served from a pressurized can!



Jul 04, 2012 - walmart.com - 246
12 Most Important Things For Your July 4th Party | Buns!

Yes the bread! You need something to put those little turtle in. Just remember that your buns come in packs of 8, while your hotdogs come in packs of 12. This is America dammit!

Jul 04, 2012 - youtube.com - 240
12 Most Important Things For Your July 4th Party | Fireworks!

Fireworks make the evening GRAND! Just remember to stand a safe distance away...



Jul 04, 2012 - vanityfair.com - 240
12 Most Important Things For Your July 4th Party | Friends

Of course, these people are important too! Who else is going hang out with you at a party when you're dressed like an uber Abraham Lincoln?

This is not 12most.com post and has no affiliation with 12most.com (unless they want it)


Ads Celebrating American Independence

The Fourth of July is the day American Brands celebrate their roots. Good Ol’ American-made products put their patriotic foot forward and remember the good times!

Trucks, booze, dreams and memories, thats the theme! Vote for your favorite! Have a favorite July 4th Ad? Add it to the list!

10 items   1 followers   1 votes   1.21k views

4th of July Ads

A compilation of ads from Tim Nudd at Ad Weeks

Source: http://www.adweek.com/news-gallery/advertising-branding/10-ads-really-love-america-141574

Jul 03, 2012 - youtube.com - 182
4th of July Ads | Dodge Challenger Freedom Commercial - YouTube

Dodge Challenger Freedom car commercial. America got two things right; Cars and freedom.

Jul 03, 2012 - youtube.com - 211
4th of July Ads | Halftime in America: OFFICIAL Chrysler Super Bowl 2012 Commercial - YouTube

It's Halftime in America. And our second half is about to begin. All that matters now is looking ahead and finding a way forward. Be a part of it at http://Y...

Jul 03, 2012 - youtube.com - 171
4th of July Ads | Chevy Truck Country 1 - YouTube

Chevy Truck Country controversial

Jul 03, 2012 - youtube.com - 195
4th of July Ads | Levi's - America (Go Forth) Commercial - YouTube

Levi's America (Go Forth) commercial directed by Cary Fukunaga for Wieden+Kennedy, Portland using poem by Walt Whitman. The prints (see link below) were phot...

Jul 03, 2012 - youtube.com - 176
4th of July Ads | "Land of Dreams" Commercial - YouTube

You can download the "Land of Dreams" song for free here: http://on.fb.me/Pmusy5 Watch the first ever television commercial for Discover America featuring th...

Jul 03, 2012 - youtube.com - 162
4th of July Ads | Anheuser-Busch- The Best Commercial ever - YouTube

There are a bunch of people in an airport, and all of the sudden you hear a person clap, and then more people clapping, and then you see U.S. soldiers walkin...

Jul 03, 2012 - youtube.com - 215
4th of July Ads | American Airlines commercial 'Putting Them First' - YouTube

American Airlines proudly serves those who serve our country. As a public gesture of gratitude and a tribute to those in uniform, veterans and their families...

Jul 03, 2012 - youtube.com - 167
4th of July Ads | 9/11 Budweiser Clydesdale's Tribute best ever HD - YouTube

Budweiser's 9/11 tribute commercial

Jul 03, 2012 - youtube.com - 215
4th of July Ads | IAVA / Ad Council - Alone - YouTube

Watch the new PSA from IAVA and the Ad Council, announcing CommunityofVeterans.org - the first online social network exclusively for veterans of the wars in ...

Jul 03, 2012 - youtube.com - 156
4th of July Ads | 10th Anniversary of 9/11 - I Am An American :60 - YouTube

In September 2001, Texas ad agency GSD&M created a PSA to celebrate the country's extraordinary diversity and remind Americans that it was the time to unite ...