New Zealand brewery Monteith asks the US Embassy for its seal of approval

New Zealand brewery Monteith is asking the US Embassy for an American Seal for its Patriot American Brew Pale Ale.

The brewery said that a lot of beers and drinks strive for awards and seals but with its Pale Ale being inspired by the American way, the American seal was the only recognition it strove for.

The brand has created a letter and video, with the hopes of getting the seal from the ‘closest America they could find’, the Wellington-based American Embassy. The letter has been printed in newspapers and a billboard with the request has been placed outside the embassy.

Sean O’Donnell, marketing director at Monteith’s Brewing Co., said: “It’s ambitious, but we feel if any brew has a chance at wearing the official American seal, it’s Monteith’s Patriot APA.”

The campaign has been created by Monteith’s agency Colenso BBDO. Media buying for the campaign was carried out by Dentsu Aegis Network.

Dan Wright, executive creative director at Colenso BBDO, said: “It’s a seriously American Pale Ale,” whilst, Colenso confirmed, wearing nothing but an Uncle Sam hat and matching speedos. The agency also said that America was not available for comment at the time of publication.

: 'American Seal of Approval'

Agency:

Client:

Date: April 2019

The beer and wine world is full of awards, brewing titles, and gold medallions. So much so that it is hard for any one accolade to stand out.

That’s why, to launch Monteith’s latest brew, Patriot American Pale Ale, the brewery and Colenso BBDO chose to go after the only piece of recognition that should matter to an American Pale Ale – the official U.S. seal itself.

The campaign launched this week as an open request to the U.S. Embassy in Wellington, the “closest America they could find”. With blind optimism, requests have been made via a billboard outside the embassy, a full-page open letter in the newspaper, radio addresses, a social media campaign, and a website appeal – all of which were personally addressed to the U.S. Embassy in the hopes of getting approval to use the seal on the beer. 

Credits:
 

 

Credits

Client: DB Breweries

Sean O’Donnell – Marketing Director

Dave Openshaw – Senior Marketing Manager

Brooke Freeman – Marketing Manager

Finian Scott – Brand Manager

 

Agency: Colenso BBDO

Media: Dentsu Aegis Network

Tags: New Zealand, Food & Drink

 

 

 

Loading...