REDHOOK THE GRANDDADDY OF CRAFT
Most heritage brands go soft on their anniversaries. We went the other direction. "The Granddaddy of Craft" gave Redhook's ESB the voice of a curmudgeon who didn't just invent craft beer, he IS craft beer (and he resents you for forgetting it). The campaign ran across OOH, print, and radio, polarized audiences by design, and produced a tagline so right that Redhook absorbed it into their brand identity long after the campaign ended.
OUT OF HOME
RADIO
“Hey @Redhook_Brewery, who did your current radio commercials about craft beer? So good. Are they hiring? :P”
“These Redhook radio ads bragging about being the “curmudgeonly old man” of craft brews are fucking terrible. Not just terrible. FUCKING terr”