Alcoholic Beverages

posted 02/24/08 by Rick Webb

We’ve had these weird phases through the course of the company. Automotive. Fast Food. Alcoholic beverages. We think we’re entering into a beauty phase now, but we’re not sure.
What we do know, however, is that we know an awful lot about marketing alcoholic beverages online. You can infer from this that we like to drink, and we wouldn’t too strenuously strive to disabuse you of that notion. We should say, however, there are more than 2 Barbarians that don’t drink at all.
Anyhoo, Alcoholic Beverages are an interesting marketing challenge on the web. They’re not the traditional “big purchase” items that people spend a lot of time considering on the web. Our efforts need to be more broad, more entertainment based. They need to focus on slightly adjusting the customer’s perception to your brand and making them slightly more positively inclined. We’ve had a lot of luck with this through the years, for a wide variety of alcoholic beverages. So we thought we’d share some of them with you.

Here are some recent posts from our employees about Alcoholic Beverages:

Interactive Print

So I am flipping through Food & Wine magazine this morning and I happen on a page that looks like wallpaper, literally. It’s got a thin texture and an old-school European hotel type design. It looks like this:
I looked on the prior page and on the next page and there didn’t seem to be any connection between this piece of wallpaper and those pages. Then I looked closer and discovered a tiny brand mark for St. Germain, a new imported liquor brand made from elderflower blossoms. Nice. This is what print advertising should do. Make you interact with it. Make you try to figure it out. What the F is this? Hmmm. It’s interesting. What is it for? Oh, I see, cool. Something surprising. It works. Print ads can work. I then went to the web, looked at their website, remembered some in-store POS I saw. Brand identification cemented. Bravo.
I mentioned this to my lovely wife Caroline and she told me that there was actually an insert attached to the front of that print ad (on the left). I was slightly disappointed – because I think a hard to figure out print ad is singularly bold – until she fished the postcard out of the trash and gave it to me. It was an old school postcard that looked like it was from 100 years ago with a provocative photo on the front and overall it was “aged.” Nice.
This is my new favorite booze brand. I’m not sure how it tastes. Next time I’m at Milk & Honey I’ll give it a go.

Companheiroweiser

Merger talks in the beer industry have got everyone wondering whether or not Budweiser is gonna fall into foreign hands. AdAge article today suggests that if a Brazilian company takes over the All-American company and the All-Americanist of brands, Budweiser, that drinkers may revolt, or at least that’s what the distributors are saying. Crap. I believe jingoism and commerce went wayside with Y2K.
A-B is not going to change its brand strategy. It’s still gonna be Budweiser, the American beer.
It’s not gonna become Companheiroweiser just because a few Brazilians own the most shares.

Is anyone man enough to do this with me?

When I was in college I would have never imagined that I would be working for an advertising agency in New York City. In fact, if I went back in time and told my college self this fact I probably would have killed myself or dropped out of school and joined the peace corp like I always talked about. Another thing that would have had me grabbing the razor or going to live with the Bushmen in Tanzania is this….

Water, Beer and Ice Cream

N.B. This post was from the last version of our site

Very recently we launched an important little site about water with our pals at Droga5. It’s for a UNICEF initiative called the TAP Project, which is a marvelously simple way to get clean drinking water to the people in the world who need it most. You can go to the site and donate some money if you like.

In beerscience news, we launched a very important Milwaukee’s Best Light sponsored project to help Americans track the manliness of their taste. Have a look at tscan2000.com to learn much more. This excellent bit of technology would never have succeeded without the help of the insightful folks at Miller and several of the top names in the field of computers. And lasers.

And in lighter, and much more ice cream related news, we made some delicious banners and built a lovely widget for Dreyer’s Ice Cream and American Idol. Basically, our old pals at Goodby asked us to make something to help people count down the days until the American Idol finale, while thinking about Dreyer’s Ice Cream the whole time.

Did Someone Order a Beer Cannon?

N.B. This post was from the last version of our site

You might be aware of the fact that beer can be used as a gateway to good times, but did you know that it can also be used to blow stuff up? It can. And that's why we've created the Milwaukee's Best Light Beer Cannon with our dear friends at Mother. Go to the site and see videos of beer and other things getting shot out of a cannon at the worst stuff ever. You know you want to find out who walks away the victor in the battle of Milwaukee's Best Light vs. The Ceramic Kitten. Hint: Beer always wins.

Four sites, two articles, two new peeps

N.B. This post was from the last version of our site

Oh. My. God. So much going on. Where to begin? First. Comcastic. We teamed up with Goodby, Number 9, our pal and sound designer Sean T Drinkwater and Erik Natzke to build out this site. TBG was responsible for the High Speed Internet section which entails 5 skills games that will eventually lead players to a tournament for their chance at getting into the Guinness Book of World Records. As a player, you will be able to challenge and chat with other logged in members to compete in the games head to head. Your score will be recorded, making you eligible to become the best mouse user EVERRRRR.

Next. The Passat B6 Minisite, created by our one and only Robert Hodgin, in conjunction with Arnold Worldwide, is live. There is going to be a total of 120 mini-videos that showcase the new features of the car. Right now, there’s about more than a third of them up, but the rest will be incorporated within the next couple of weeks. Check it out!

Third. The Milwaukee’s Best Light Poker Game. Made in conjunction with Mother New York. This is really awesome. Went up on Thursday on our Milbest site, alongside some other Poker-related content, all very fun. Test your poker skills against Poker champ Chris “Jesus” Ferguson:

Fourth! God, we’ve been busy. You know how when you call and we say “oh yeah, it’s pretty busy.” See? We weren’t kidding. Finally, we offer you Boston.com’s tenth anniversary game, Lobstah Bash. Defend boston from a rabid candle and present hurling lobster. Don’t ask. Just play. And be warned. It’s HARD.

IN OTHER NEWS: Gametap, a project we’ve been working on with Mullen, got a nice writeup in The New York Times yesterday. I saw a decent article in AdWeek this week as well, but that one, ahem, didn’t mention your Barbarian friends. We josh. Anyway, if you’ve seen the enigmatic Get Goatz or What Is Adat spots on Adult Swim, you might begin to have some idea what we’re takling about here.

Speaking of Adweek, they did a really nice writeup of the insanely, completely addictive game we did for Saucony with Nail.

Finally, we’d like to welcome Jill as an interactive producer. She was last at Electronic Arts. And we’d like to welcome Cole as our latest rock star Flash designer. We found him on Flickr. No joke. Who says the Internet’s all hype?

Flight 404, Processing, New Sites

ECD Robert Hodgin has been busy revamping his experimental site, launching version 8 in the last week or so. He’s also been doing some crazy Processing stuff, culminating in an exhibit on the Processing site of his installation and VJ work. If you haven’t checked out processing yet, we strongly recommend it. It is, to paraphrase Ferris, so choice.
In other news, we launched a new website for Milwaukee’s Best Light, with Mother New York and an amazing new game for Saucony with Nail. Check out the games and privacy policy on MBL, and play the Saucony game – it’s insanely, completely addictive.