NEW BELGIUM
BREWING
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GROUP
MEMBERS
CHAMBUU
MARIE
SUDIANA
MARKO
ANJA
TRAN THI
BATTULGA
巴圖
NIKKI
MARTINEZ
COLYN
許毓殷
MARINIC
馬可
GRGIC
安利敏
THANH
LOAN
M997Z207
馬妳琪
M997Z208
M997Z237
M997Z206
M997Z205
陳氏青鑾
M997Z215
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CONTENT
 Background
 New Belgium´s Marketing
strategy
 Developing a Brand Manifesto
 Media tools
 Message development
 New Belgium rolls out icon to Fat Tire
beer
 “Follow your Folly. Ours is beer.”
 The theory
 According to Bob Mikulay
 Conclusion
 Continuation
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BACKGROUND
 1989 Jeff Lebsch rides his bike
through European villages famous
for beer
 Basement-brewed creation
1991 brewery goes commercial
 Kim Jordan began marketing
proces by knocking on neighbors
doors
 Company core Values and
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BACKGROUND (cont.)
Empolyee ownership
 The third largest “Regional craft
brewery”
 Distibution in 7 states
 Brands: Fat Tire Amber Ale,
Ranger India Pale Ale, Sunshine
Wheat, 1554, Skinny Dip, Mighty
Arrow...
 Philantrophy program
 Alcohol responsability
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NEW BELGIUM´S
MARKETING STRATEGY
 Begining strategy- word of mouth, beer
festivals, free samples
 In 1996 Greg Owsley became
marketing director- more marketing
efforts
 Festivals, sponsorships and print
media ads increased sales
 Tour de Fat, Beerstream, contest “
What´s your Folly?”
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DEVELOPING A
BRAND MANIFESTO
2003 NBB expanded to
California- new tactics for new
market
 Douglas Holt- expert for
“cultural branding”
 Holt became NBB consultant in
2003
 Brand manifesto on 70 pages
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MEDIA TOOLS
 Radio shorts
 Theatrical screenings
 Other media: which customers
expected to see interwoven with
entertainment
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MEDIA TOOLS
 Television: low cost per viewer
and wide reach.
 the power of television could
work to bolster or undermine the
brand with equal efficacy
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MESSAGE
DEVELOPMENT
 The advertising should be
implementing with moderate budget
 The ads film should bring
timeless feel, reflect the company’s
Manifesto and cultural tension of
The mountain local lifestyle, which
can be seen as the compromise
between live the life one person
wants with balancing the economic
needs of existing within a
technology
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NEW BELGIUM ROLLS
OUT ICON TIED TO
FAT TIRE BEER
 The TV Commercial titled
TINKERER was done by RSA USA
advertising agency Fat Tire Beer
company (for New Belgium Brewing
Company) in USA. It was released
in January 2005
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“ FOLLOW YOUR
FOLLY...OURS IS BEER”
 New Belgium is rolling out a new
logo that pays homage to the wellknown Fat Tire brand bicycle. The
new icon -- based on a 1952
Schwinn Hornet -- is gracing bottle
caps, six-pack carriers, signs and
trucks. The company is touting its
products via a new ad slogan:
"Follow your folly. Ours is beer."
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

Even as NBB decided to
speak to a wider
audience through a new
medium, the roots-style
marketing that launched
the company could not
be abandoned
It became even more
important to speak to the
insiders who helped
build the brand in the
same authentic and
personal tone they had
come to know and
embrace
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


Rather than redirect energies
from event sponsorship to
media, events became an
even greater opportunity to
maintain that vital dialogue
Rather than test the spots on
focus groups, NBB turned to
insiders in the bike community
and friend of the brewery with
some personal history and
knowledge of the brand
http://www.newbelgium.com/C
ommunity/videos.aspx?id=bda
4497c-1bb9-4099-80bd992a9307ff03
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THE THEORY

Medium of television would
reach those faraway outposts
where ranger sales staff
penetration was difficult and
not cost effective. In mature
markets, the personal touch
would be REDOUBLED
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ACCORDING TO
BOB MIKULAY
 Beer has to be about fun. In
advertising, brewers have always
added irreverence, quirkiness and
silliness but with strong instinctive
understanding of their own brand.
 Like NBB, other brewers are
showing signs that they are ready
to fulfill their role in the industry
better than ever
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CONCLUSION
 NBB’s first television-based
advertising campaign, approached
with great deal of inner reflection,
mirrored well the craft brewer’s
personality.
 It aimed directly at a youthful
demographic.
 NBB positioned itself as
whimsical, thoughtful and reflective
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CONTINUATION...
 At a time when marketers
are seeking ever-more insidious
means to cut through the clutter,
NBB chose to redefine a category
in a very traditional medium where
ads are acceptable and the rare
good ones can still be
groundbreaking, thoughtful and
effective
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