Fight for visibility and market share in an exploding category.
Few consumer categories experience the entry of 2,000 competitors in five years. But the craft beer marketplace is just that competitive. In that crowded and noisy marketplace, Colorado-based Breckenridge Brewery recognized that it had only one shot at standing out—all the more important given it had recently been purchased by AB InBev and was preparing to launch its distribution on a national scale.
Stake a claim to relevance and campaign on authenticity.
We brought Breckenridge the biggest brand idea it could own. We used people’s natural affinity for Colorado—its welcoming and adventurous heart—and Breckenridge’s status as one of the founders of the state’s craft beer movement—to build an expansive brand identity with a unique take on the Rocky Mountains. “Welcome to our 67-million-acre beer garden” was the bold claim that VSA’s campaign work asserted for Breckenridge. These activations directly connected the experience of exploring Colorado with the experience of exploring Breckenridge’s portfolio of beers.
Our work included