Golden Road Beer Celebrates LA’s Multicultural Flavour in ‘You Golden?’ Campaign
AB In-Bev’s Golden Road beer has launched its new ‘You Golden?’ campaign by Duncan Channon. The ‘You Golden?’ creative builds affinity for Golden Road as an authentic, multicultural Los Angeles-born brand, while showcasing top-selling products including Mango Cart, Fruit Cart Hard Seltzer and Ride On IPA.
Shot as an homage to LA culture that is often underrepresented in favour of glossy Hollywood imagery, two playful TV spots showcase real Angelenos enjoying themselves in their yards and neighbourhoods with the help of Golden Road. The spots were shot on 16MM film to capture a warmer, grittier aesthetic with an all-BIPOC cast to allow Angelenos to recognise themselves in the fun.
'Balance,' which draws a light-hearted connection between the Mexican tradition of dancing with a beer on your head and the balanced - but not too sweet - flavour of Golden Road’s Mango Cart, will air in English and Spanish to engage Latine beer lovers.
'One Smooth Ride' offers a twist on how to enjoy an easy-drinking, laid-back afternoon powered by Ride On IPA and a little creativity. The campaign will air in Los Angeles on connected TV, as well as social/digital media including Instagram, Facebook, YouTube and Spotify.
The ‘You Golden?’ work represents Golden Road’s first shift to an overarching brand campaign based in the eclectic, diverse culture of Los Angeles, where Golden Road is based. Previous marketing focused heavily on Mango flavour and product-forward content. Duncan Channon also designed new can packaging for Golden Road’s Ride On IPA series.
“Golden Road is a brewery and brand built on the fusion of cultures in LA - a place where a German-style wheat beer gets deliciously combined with the mango juice you’d find at a Mexican food cart,” said Parker Channon, co-founder, Duncan Channon. “The ‘You Golden?’ work is about LA flavour in all senses of the word: the multicultural taste combinations, and the multifaceted flavour of the city itself.”
