New Belgium Brewing Launches Follow Your Folly Campaign Integrating Web And Print

Share Article

New Belgium Brewing, makers of Fat Tire Amber Ale, will turn much of their 2007 advertising and marketing over to celebrating unique sustainable business practices.

Who better than New Belgium to lead the parade that says if it's not fun, it's not sustainable?

New Belgium Brewing, makers of Fat Tire Amber Ale, will turn much of their 2007 advertising and marketing over to celebrating unique sustainable business practices. The nation's first fully wind-powered brewery is launching its integrated print and web campaign entitled "Follow Your Folly," featuring people outside the brewery who have found whimsical solutions to environmental sustainability.

"Who better than a brewery to prove sustainable living doesn't have to equal abstinence," said New Belgium's Chief Branding Officer, Greg Owsley. "Who better than New Belgium to lead the parade that says if it's not fun, it's not sustainable?"

At the center of the campaign is http://www.followyourfolly.com, a highly engaging and interactive website that profiles the people and organizations featured in New Belgium's campaign. In addition, it serves as a journey through the inspired passions of New Belgium and the partners that share its vision.

The campaign opens with a print ad reflecting the brewery's own sustainable approach to brewing, as well as a downloadable homegrown music video featuring a singing troubadour, dancing geeks and frolicking finger puppets. The ads then turn a lens outward. The stories include:

  •     Resource Revival, an Oregon-based group of artisans creating innovative products from recycled materials

  •     Skinny-dipping dam protestors
  •     John Anderson, a Northern Colorado organic worm farmer who educates customers about the benefits of composting and worms;
  •     The San Francisco Bike Coalition, one of the oldest bicycle advocacy organizations in the country.

Each print piece will have a corresponding film launched simultaneously at http://www.followyourfolly.com, an online storybook that will continue to grow.

"The integration of web, print and film creates a highly engaging and visual experience that enables us the opportunity to dive deeper into the stories of our featured partners without the limitations of traditional media," continued Owsley.

Regional media buys in national publications like Outside, Men's Journal, and Esquire will complement targeted buys in smaller publications like the Mountain Gazette and 5280.

For further information please contact:

Bryan Simpson

Media Relations Director

New Belgium Brewing

500 Linden St.

Fort Collins, CO 80524

970-221-0524

###

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Bryan Simpson
Visit website

Media