Advertising and design agency Cactus is handling all design, execution and media planning duties for the launch of Odell Brewing’s Colorado Lager, the company’s first-ever year-round lager. A Colorado exclusive, the beer hits the market this month with Cactus-created packaging and creative designed to stoke Centennial State pride.
“We love how Odell embraced creating a lager,” said Jim Morrissey, creative director on the account. “It’s further proof of how they embody the independent spirit of Colorado.”
Starting in April and running through June, Odell will run out-of-home placements heavily across the state. The work will span Fort Collins to Denver, with location-specific messages running inside Denver International Airport. Some messages will reach state lines bordering Wyoming and Arizona to let passersby know they’re about to enter “Lager Country.” A state exclusive, Colorado Lager will be available at bars and restaurants as well as liquor stores and stadiums.
Cactus deviated from iconic Rocky Mountain landscapes to pay homage to Lager’s heritage for the project. The design’s clean, bold look integrates traditional lager-inspired imagery with the Odell brand iconography. The red colour scheme borrows from the Odell leaf logo, and to pay homage to the locals, Cactus worked in iconic Colorado activities and symbols as a wallpaper pattern around the can. The packaging is quintessentially Colorado, a tribute to this state and all the things that make it home.
Along with the creative and can artwork, Cactus designed social components for the brand.
“The development of Colorado Lager was a long journey for Odell Brewing,” Alex Kayne, the company’s Director of Marketing, noted. “After more than a year of test batches and pilot releases, we knew the beer was right where we wanted it to be. Cactus was a part of that journey from the very beginning. We're thrilled with the design and brand that they helped us to build, and we're excited to introduce the beer to fans across our home state.”