Beavertown Brewery has announced the launch of its new above the line campaign. Launching in July, the campaign will see the brand go live nationally across the UK.
Taking inspiration from the style of graphic novels, the campaign takes Beavertown’s iconic visuals and blows them up to epic proportions to create eye-catching artwork that will communicate the brand story to a new cohort of fans. The campaign also introduces the new brand line, 'Out of this World Beer. Drank on Earth.'
Illustrated by Nick Dwyer, Beavertown’s in-house creative director and the mastermind behind the brand’s iconic cans, the campaign kicked-off this week in most major UK cities, including London and Manchester.
In addition to the multi-platform mix of out-of-home advertising, the campaign will also include digital video advertising across social media channels and YouTube, making Beavertown unmissable this summer.
Nick Dwyer, Beavertown’s creative director, said, “This year I wanted to expand out the single panel approach of last year’s campaign, whilst making it more exciting, intriguing and true to our graphic novel roots. Keeping it very much based in our world, we are looking to have people gravitate towards our vibrant brand and make it feel accessible and friendly to all. Keeping things abstract and open-ended, I find, increases how much people retain the vibrancy of the brand and characters.”
Tom Rainsford, Beavertown’s marketing director, said, “We believe our beer is out of this world, not just because it tastes great but because of all of the care, craft and innovation that has gone into making our cracking beers such as Neck Oil, Gamma Ray and Bones Lager. We have a spectrum of beers that can be enjoyed by anyone on Earth (or the known universe for that matter). We want more and more people to know Beavertown, hence inviting everyone to a journey through our creative visual world, innovative ideas, and delicious beers.”
Beavertown was founded in 2011 by Logan Plant, and is one of the key players in the craft beer industry today. With a broad range of iconic, uniquely illustrated beers including Neck Oil, Lunar Haze, Lazer Crush, and Gamma Ray, Beavertown is dedicated to crafting high-quality beers for the thirsty masses.
The campaign was created in collaboration with London based creative communications agency, Here Be Dragons, who were both creative and production partners on the project.