Mr Mumbles Launches Own Boutique Beer Label

What does a boutique creative agency do when it’s desperate to work on a beer brand? It bottles the courage to launch its own.

 

In a bid to attract an alcohol brand to its client roster, Mr Mumbles has recently completed a strategic self-promotional campaign that sees the agency brew and launch its own boutique beer label, Seven Hills Cream Ale.

 

To prove actions speak louder than words, the multi-media campaign targets the country’s most esteemed beverage brand managers, with the aim to showcase the agency’s creative credentials and standout in this highly competitive market sector.

 

“A recent IBIS World study on the beer market indicates the flourishing micro brewery market is set to double over the next four or five years,” says Mr Mumbles creative partner Laurie Ingram. 

 

“Knowing that the alcohol industry’s ever vigilant marketers would be keeping a keen eye on this sector we decided to completely immerse ourselves in the category by creating our own brand,” adds Ingram.

 

Phase one of the teaser campaign saw the creation of full-page press and online banner ads promoting Seven Hills Cream Ale in Drinks Trade, the most widely distributed business-to-business drinks industry publication. The agency has already received enquires from liquor store managers interested in stocking the label.

Click here to view Seven Hills Brewery
 

To create further momentum and engage brand managers on a strategic level, Mr Mumbles built industry news blog Boutique Brewery News and sent postcards from the site to its target audience -- beverage brand managers, alerting them to the arrival of a new market rival and directing them to the new brewery’s website. 

Click here to view Boutique Brewery News
 

Once landing on the Seven Hills Brewery homepage, Mr Mumbles finally reveals that the brainchild behind the new boutique beer label is in fact a Sydney-based creative agency that wants to work with their brand, not compete against it. 

Bottles and four-packs of Seven Hills Cream Ale were also sent out to the target market to complete the picture by revealing who is behind the brand and to sample Mr Mumbles‘ brewing efforts.

 

“Clients, like all people, are more motivated and convinced by experiences not words on a power point presentation,” says Mr Mumbles creative partner Andrew Town. 

 

“It’s an engaging way for us to actively involve ourselves within this space and demonstrates that we can (literally) walk in the client’s shoes to understand their business needs better than anyone else,” Town says.

 

“It’s a shorthand way to have a drink with a lot of brand managers at the same time: some of the most interesting conversations happen over a beer,” he adds. 

 

Credits 

 

Creative Partners: Laurie Ingram and Andrew Town

Copywriter: Andrew Town

Art Director: Laurie Ingram

Retoucher: Electric Art

Photographer: Andreas Smetana

Designer: Charlie De Grussa