House Beer's Debut Ad Captures the SoCal Lifestyle
Hayley McGlone — July 6, 2016 — Marketing
References: housebeer.us & adweek
Nothing says SoCal like a laid-back lifestyle, and House Beer captures this in its debut commercial. The ad is simple, fun, and gets the brands message of not being pretentious across. To ensure the viewer remembers this key aspect of the brand, the ad shows a lite beer and a seasonal beer being crushed by a Vans-clad foot.
The playful nature of the commercial is truly captured when a Millennial is seen partying with a can, and then in the next shot, a Baby Boomer is taking a sip and showcasing the can.
Brewed in Venice, California, House Beer is "a premium beer for the understated lifestyle." And if great-tasting beer with a SoCal vibe isn't enough of a selling point, House Beer's CSR should help sell it even further. According to the company website, House Beer has "pledged to contribute 1% of our sales each year to under-funded non-profits to the pursuit of preserving and restoring our natural environment."
The playful nature of the commercial is truly captured when a Millennial is seen partying with a can, and then in the next shot, a Baby Boomer is taking a sip and showcasing the can.
Brewed in Venice, California, House Beer is "a premium beer for the understated lifestyle." And if great-tasting beer with a SoCal vibe isn't enough of a selling point, House Beer's CSR should help sell it even further. According to the company website, House Beer has "pledged to contribute 1% of our sales each year to under-funded non-profits to the pursuit of preserving and restoring our natural environment."
Trend Themes
1. Laid-back Lifestyle Branding - Opportunity for brands to connect with consumers through playful, relaxed branding that aligns with the laid-back lifestyle trend.
2. Corporate Social Responsibility in Craft Beer - Growing trend of consumers seeking CSR initiatives in craft beer, presenting opportunity for breweries to differentiate themselves and contribute to social and environmental causes.
3. Cross-generational Advertising - Opportunity for brands to unite multiple generations through advertising that showcases the appeal of their product to a diverse range of demographics.
Industry Implications
1. Craft Beer - Craft breweries can differentiate themselves through CSR initiatives and by aligning their branding with the laid-back lifestyle trend.
2. Advertising - Marketers can capitalize on the trend of cross-generational advertising by developing campaigns that appeal to multiple demographics.
3. Non-profit - Non-profits focused on preserving and restoring the natural environment can benefit from partnerships or donations from businesses with CSR initiatives within the craft beer industry.
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