- Athletic Brewing Company, a brewer of nonalcoholic beer, launched a recent campaign, “All In. All Game.,” timed to the autumn football season, in accordance with information shared with Marketing Dive.
- The campaign features chef and entrepreneur David Chang, who created five game day-inspired recipes intended to be paired with Athletic Brewing products. The effort is supposed to focus on how consumers can still enjoy game day without the hangover.
- The brand has invested seven figures into its media plan to drive visibility throughout the football season. The investment covers CTV, streaming audio, podcasts and targeted digital placements. A social media initiative, “Athletic Hawker,” will accompany “All In. All Game.”
Athletic Brewing is making its play for football audiences with “All In. All Game.” The campaign is meant to point out how nonalcoholic beer might be integrated into game day gatherings, expanding the product’s appeal. The move comes as nonalcoholic beer is on target to turn out to be the second-largest beer category globally this 12 months as consumers look for better-for-you alternatives.
The CTV effort is supposed to construct on the brand’s “Living Athletic” campaign, which can debut a recent 15-second spot in the autumn. Another spot, “The Stadium,” features the character of Hawk, a stadium hawker selling Athletic beer, and can run on premium streaming platforms.
In a longer video, Hawk leaves the stadium to deliver Athletic to numerous venues alcoholic beer would typically be prohibited, corresponding to on the beach, in parks and on paddle boats. The character will serve because the give attention to the brand’s social media creative, which can support the larger “All In. All Game.” campaign. Outside of the CTV spots, Chang published five recipes on the brand’s website, together with suggested Athletic beer pairings.
“Whether you are having fun with our brews as a chaser, pacer, or replacer, they fit seamlessly into cultural moments like football season,” CMO Andrew Katz said within the press release. “Teaming up with David was a natural fit; he brings a chef’s touch to game day, proving that great brews and bites belong at the middle of the motion.”
Nonalcoholic beer has turn out to be a focus for many brands as alcohol consumption continues to drop. Between 1997 to 2023, no less than 60% of Americans consumed alcohol. However, that number has fallen to 54% by August, in accordance with Gallup data. The drop is basically fueled by health concerns, with 53% of Americans saying even moderate drinking is harmful. Younger consumers are of increased likelihood to imagine drinking is bad for you.
Athletic faces a crowded market dominated by big players. Notable examples are Heineken 0.0 and Peroni 0.0%, the latter of which is owned by beer giant Molson Coors.
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