- Garage Beer, a light-weight beer co-owned by former NFL center Jason Kelce, launched a sprawling martial arts-inspired content marketing campaign with a humorous touch, in accordance with a press release.
- “Brewmite” pays homage to the martial arts movies of the Eighties and Nineties, complete with a secret competition and an underdog story. Campaign creative, including teasers, trailers, full-length content and behind the scenes features, will likely be released throughout April.
- Similar to another celebrity-driven brands, Garage Beer’s marketing focus because it ramps up awareness is on constructing community via social media and with special offers. The martial arts content will likely be released on Garage Beer’s website, together with its Instagram and X accounts. Merchandise, similar to stickers and embroidered jackets, can also be available.
While light beer stays a preferred alternative for Americans, the marketplace has seen significant shakeup lately. After Bud Light saw its U.S. dominance slip, alternative brands have rushed to realize consumer interest. Garage Beer, a much smaller brand in comparison with massive competitors similar to Coors Light, is leveraging its connection to the Kelces to make inroads. The brand is already the fastest growing beer within the U.S. and has been progressively expanding its footprint outside of the Midwest.
Despite being co-owned by athletes who made their names within the NFL, Garage Beer’s latest campaign puts martial arts, and never football, front and center. “Brewmite,” named for the competition at the middle of the storyline and a pun on the karate practice kumite, was conceptualized by Kelce, who serves because the brand’s part-time creative director.
“Brewmite” follows Kelce as he trains to compete in an ancient competition for a coveted can of Garage Beer. He is trained by his former Philadelphia Eagles teammate Beau Allen, who plays the a part of the adopted son of a martial arts instructor. The series was filmed on the Florida Budokan in Eustis, Florida under the guidance of real-life Shihan (chief master instructor) Sabastian Velilla, adding an air of authenticity to the concept.
In an effort to get consumers directly involved, the second installment of “Brewmite” will reflect audience input. Additionally, one fan will win a cameo and the chance to coach with the chief master instructor of the dojo where the campaign was filmed.
“We’re living in a time where beer drinkers are craving greater than commercials — they need characters, they need stories, they usually wish to laugh,” Kelce said in a press release.
The Kelce family has emerged as promoting darlings, with brands from Buffalo Wild Wings to General Mills seeking to get no less than one brother on their roster. Kelce’s brother is Kansas City Chief’s tight end Travis Kelce, and while Travis doesn’t make an appearance partly one, press materials suggest he could possibly be making an appearance partly 2 as Jason’s “ultimate opponent.”
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