sampling of pyramid marketing projects
DESCRIPTION
Just a small sampling of the marketing projects I worked on while at Pyramid BreweriesTRANSCRIPT
Sampling of Shaun Madsen’s marketing projects at Pyramid
Breweries
Pyramid Distribution
New Product Development and Packaging Re-Designs
Costco Brewers Box
Imperial Hefeweizen
Package Redesigns
2004 - 2007
Redesign extended to bottle labels, 12packs, tap handles, mother cartons, and all POS
2007-2009 2009 - Present
New Brand Positioning
Introducing lifestyle components and key elements
Fall 2008
Summer 2009 Variety Pack
Curve Ball - 2009
New Spring 2009 Seasonal
Crystal Wheat
Crystal Wheat Ale is first introduced to the market in April ‘08
Distributor/Retailer Sell Sheet
Curve Ball Seasonal Campaign
New packaging and new Blonde Ale liquid
On-premise poster and table tent insert
Online creative
New Brewers Box
Costco/Sam’s Club Brewers Box
Grocery Brewers Box
Distributor/Retailer Sell Sheet
Limited Edition Packaging
Costco Grocery
Grocery Promotions
Hef Summer Golf Getaway
In Store Promotional Elements
Hef Summer Golf
Cooking With Beer ’08 Retail Promotional Program
6 Pack Bottle Necker
Front side with value offer either on food item or
Pyramid product
Back Side with dinner recipe incorporating Pyramid beer (s)
Case Card POS
Fly, Fly Away Mariners Sweepstakes
In Store Promotional Elements
Safeway Affinity Programs
Case CardsCoupons
Seasonal Campaigns
Curve Ball POS
Broken Rake
Snow Cap Seasonal POS
Strategic Partnership Development
Applebee’s Custom POS
Sampling of national account custom seasonal on-premise creative
Seattle Mariners PartnershipSEATTLE’S PYRAMID BREWERIES AND
MARINERS ANNOUNCE PARTNERSHIP FOR 2008 BASEBALL SEASON
Northwest Favorites Team on Events and Promotions for Fans of Award-Winning Baseball & Beer
SEATTLE – DATE – Pyramid Breweries, Inc. announced a new multi-year sponsorship deal with the Seattle Mariners today that should give local fans another reason to cheer! “Fans in the Northwest are passionate about two things: baseball and beer. And they love the Mariners and Pyramid,” said Scott Barnum, CEO and Chief “Weizen” Guy, Pyramid Breweries. “We’re looking forward to lively and winning events throughout the 2008 baseball season that will give locals even more opportunities to enjoy Pyramid as they root for our Seattle Mariners.” In celebration of the new partnership, Pyramid is also announcing its Opening Day Promotion for Fans of Award-Winning Baseball & Beer. Opening Day is Monday, March 31st at Safeco Field, Seattle Mariners vs. Texas Rangers at 3:40 p.m. The Pyramid Alehouse, located across the street from Safeco Field, will be open before and after the Opening Day game to welcome fans and the start of another exciting season. Mariners fans can go to www.pyramidbrew.com and enter to win a free lunch and complimentary beer tasting with Pyramid’s Master Brewer at the Pyramid Alehouse and two free tickets to Opening Day at Safeco Field. The promotion starts immediately and runs through March XX, 2008. About Pyramid Breweries Inc.
Pyramid Breweries Inc. is a leading brewer of specialty, full-flavored beers produced under the Pyramid and MacTarnahan's brand names. Pyramid’s family of unfiltered wheat beers continue to be honored by beer drinkers and judges, earning the most craft beer medals in the last decade at the prestigious Great American Beer Festival (GABF). Since its beginning, Pyramid beers have received a total of 34 medals at the GABF. The brewery has also received a total of 9 medals in international competition at the World Beer Cup.
The Company owns two alehouse restaurants adjacent to its full-production breweries under the Pyramid Alehouse and MacTarnahan Taproom brand names in Berkeley, California, and Portland, Oregon, respectively, and three alehouse restaurants in Walnut Creek and Sacramento, California, and Seattle, Washington. More information about Pyramid Breweries is available at www.pyramidbrew.com.com
Press Release
Custom Mariner/Hefeweizen POS
Distributor/Retailer Templates
Double Sided Coaster
On Package Sticker
Alehouse Signage
Grocery Base Wrap for Displays
C-Store Promotion
7-11 Big Bite Promo – Summer ‘08
Worked with 7-11 to create store Ringing Instructions
Rite Aid California Promo
Advertising
2008 Spring/Summer Advertising Campaign
Click on Folder icon to Play
Pyramid Radio and TV - 2008 (2).zip
Northwest Sports Tonight Spring/Summer Sponsorship (KING 5, KONG 6/16 & NWCN 2)
Radio Television
Worked with Advertising Agency on Pre-Production Commercial Sketch
Online Creative
Seattle Times Sports Sponsorship
KING 5 News Sports
Seattle Times Homepage
Sponsorship
Competitive Marketing Strategy
Blue Moon Defense
• Blue Moon Brewery, owned by Miller-Coors, has had tremendous growth within the craft beer industry. The brand has hit the Pyramid Hefeweizen brand quite hard as they both compete in the wheat category, both are garnished with fruit and thus compete for the same customer.
• Through our research we found that most people had no idea that Blue Moon was indeed brewed by a major domestic brewer. Furthermore, our research said that a majority of craft beer drinkers purchase the product because of it’s authenticity and legitimacy to being independent.
• The goal was to execute an integrated guerilla marketing communication campaign to select competitive markets to shed light on the fact that Blue Moon was not a true craft brewer and instead owned by “the big guy”.
Market and Consumer Research
Consumer ResearchWho is the Pyramid Hef consumer…?
{Research done in Los Angeles and Dallas in April ‘07}
Enjoying with a group of friends
Drinking with my better
half
Being outdoors: Hiking,
camping and sailing
Watching a game with friends
Laidback and Cool
Approachable
Like the outdoors
Underlying sense of sophistication
and wisdom
Meet the Hefe Target
25-35
Mature
Active social life
Casual / Relaxed
Cooking
Traveling
Experimenting
Into savoring and enjoying different flavors
Regular game nights
Sophisticated but not taking oneself too seriously
“I’ve become a big wine fan, salsa fan and recipe and cooking fan. I’m finding that becoming a connoisseur of good beer has made me a connoisseur of other things.”
“As you grow older, you appreciate the finer things in life. You appreciate the taste and quality…kind of like wine. You are looking for more sophisticated experiences in life.”
Misc.
Grocery Shelf Talkers
Distributor Truck Campaign
Permanent POS
Brand Story
Beer Education Map
New Website
Project Manager for developing new trade website (www.marketing.pyramidbrew.com) that allows sales reps, distributors, and partners to access Pyramid logos, images, sell sheets, packaging
design files and logo/brand guidelines.
Pyramid Distributor Website