Redhook
Commando
Commando
Craft beer Redhook gets the lead role in “his” breaking print, outdoor, online and radio ad campaign, introducing a new shortneck bottle, and at the same time, personifying the brand’s character attributes. The signature, leadoff ad reads, “Redhook’s ok with you staring at his new package.” The campaign is by advertising agency Frank Unlimited, Seattle. The campaign brief is, “Redhook beer is dependably good, unlike many craft (i.e. batch) brews.” Supplemental messages are the new packaging’s debut (replacing the previous longnecks), and Redhook’s 30 year anniversary. Frank Unlimited developed the concept of turning Redhook into a dependable guy/friend... who’s got a new suit of clothes... on his birthday. Throughout the campaign, Redhook is always “he.” Other ads state, “Redhook likes his new label, but he’d rather go commando.” “Redhook looks forward to the whole spanking thing on his birthday.” “Redhook isn’t the type to use ‘party’ as a verb. This year he’ll make an exception.” The bi-coastal campaign includes thirteen different headlines. In the Pacific Northwest, they will appear in alternative papers including The Stranger, Seattle Gay News, Seattle Weekly; on urban and highway 14’ x 48’ and 20’ x 60’ billboards, and wallscapes; and on websites (eight banners only) including ESPN, Yelp, SeattleTimes, SeattlePI, Pandora. In New England, print placements are still to be determined, as are planned radio spots and P-O-P and event marketing.
Client: Redhook, Woodinville, Wa. & Portsmouth, N.H. div. Craft Brewers Alliance, Inc. (NASDAQ: HOOK) www.redhook.com Agency: Frank Unlimited, Seattle www.frankunlimited.com Package launch: New “shortneck” bottle replaces previous longnecks. Simplified label is also new. Brief: Redhook is dependably good, unlike many craft (i.e. batch) beers. Additional copy points: New bottle; 30 year anniversary Concept: Personify Redhook as a dependable guy/friend... who’s got a new suit of clothes... on his birthday. Redhook: “is ok with you staring at his new package.” “likes his new label, but he’d rather go commando.” “looks forward to the whole spanking thing on his birthday.” “isn’t the type to use ‘party’ as a verb. This year he’ll make an exception.” Executions: Thirteen print full pages Twelve outdoor billboards, one wallscape Eight online banners Pacific Northwest media: Alternative papers including The Stranger, Seattle Gay News, Seattle Weekly Urban and highway 14’ x 48’ and 20’ x 60’ billboards; wallscapes Websites including ESPN, Yelp, SeattleTimes, SeattlePI, Pandora New England media: Print and radio, not yet final Also P-O-P and event marketing CD/AD: Zach Hitner CD/CW: Forrest Healy Photog: Curtis Jackson, Seattle Breaks: May
