Andy Sauer, CEO of Garage Beer, told ADWEEK that while humor drives both brands, they also take the underlying issue seriously.
“Water is the world’s most valuable resource, and data centers are a hot topic, so we got together to have some fun, while raising a little awareness,” Sauer said.
Content as marketing, marketing as content
Jason Kelce is once again the main character in a Garage Beer campaign, a strategy that gives consumers a familiar face to associate with the relatively new beer brand.
It’s also why the company assembled a cast of actors who are personally close to Kelce.
Former NFL teammate Beau Allen has appeared in several videos, including “Thermal Buzz,” an 11-minute film set in the Predator cinematic universe, and the brand’s Super Bowl debut. Kelce’s wife, Kylie, made a cameo in “The Last True Cold One,” a 16-minute Western spoof that also featured Allen.
Having a recurring, recognizable cast is similar to how content creators work, and it makes Garage Beer’s marketing feel more like content. According to Sauer, that helps the brand stand out in a crowded beverage landscape.
“With people consuming most of their news, media, and life through their phones, we’ve found the best way to reach them is through short form, and in some cases, longer form videos that tell a story,” Sauer said. “Most of the time, the story is a little if not very dumb, but it’s also relatable and easy to digest.”
Sauer and his team may be on to something. Garage Beer is one of the fastest growing beer brands in the U.S., at a time when alcohol consumption among U.S. adults has dropped to a record low 54%.
