New Belgium Brewing will begin a national ad campaign this April when it runs ads in 15 publications including Outside, Esquire, Paddler, Mother Jones and Utne Reader.
The company’s 2007 advertising and marketing campaign will be mostly dedicated to celebrating unique sustainable business practices. The brewery is launching its integrated print and web campaign entitled “Follow Your Folly,” touting itself as the “nation’s first fully wind-powered brewery” and featuring people outside the brewery who have found whimsical solutions to environmental sustainability.
The effort is New Belgium’s first national campaign although it distributes beer into just 15 states.
“Who better than a brewery to prove sustainable living doesn’t have to equal abstinence,” said New Belgium’s Chief Branding Officer, Greg Owsley. “Who better than New Belgium to lead the parade that says if it’s not fun, it’s not sustainable?”
At the center of the campaign is www.followyourfolly.com, a highly engaging and interactive website that profiles the people and organizations featured in New Belgium’s campaign. In addition, it serves as a journey through the inspired passions of New Belgium and the partners that share its vision.
“The integration of web, print and film creates a highly engaging and visual experience that enables us the opportunity to dive deeper into the stories of our featured partners without the limitations of traditional media,” continued Owsley.
The Ft. Collins, Colorado brewery had a strong 2006 with sales growth of 18.4% compared with 2005, finishing last year with 438,000 barrels shipped.