VSA Partners won advertising, branding and packaging duties for Goose Island Beer Company, the Chicago craft brewery acquired by Anheuser-Busch InBev in 2011. This year, VSA is launching “To What’s Next,” Goose Island’s first national, integrated marketing campaign, to strengthen the brand’s presence in Chicago and increase awareness in new markets.
VSA’s work for Goose Island includes print, out-of home, digital video, transit and event support—all driven by a brand positioning rooted firmly in the brewer’s Chicago roots. In addition, VSA is refreshing the master brand identity and existing product packaging, and designing labels and packaging for new products slated for release this year.
Since its founding in 1988, demand for Goose Island beer has skyrocketed, along with its growing reputation as an innovative brewery in the craft beer community. Its signature beers, including Honker’s Ale, 312 Urban Wheat Ale, and Bourbon County Stout Brand, are now sold across the country (and enjoyed at VSA company events).
“Goose Island and VSA were both born in Chicago in the 1980s, and both have seen tremendous expansion locally and then nationally. We’re proud to be a partner to a company with similar values to VSA regarding community, product quality and smart strategic growth,” said William Rosen, Partner and Consumer Marketing Practice Lead.
Goose Island ads will appear in publications such as Beer Advocate, Draft and targeted local print outlets, with their brewery in Chicago’s Fulton Market neighborhood receiving a striking new exterior. And watch your local grocery or package goods store for eye-catching new packaging for all Goose Island beers, hitting shelves later in 2014.