This month, New Belgium Brewing launches a retro-inspired print and online campaign devoted wholly to its original and flagship beer, Fat Tire Amber Ale. The campaign, by Cultivator Advertising & Design, Denver, will account for over half of New Belgium’s 2011 ad budget, the largest percentage to any one beer in the last five years. (New Belgium makes over 30 craft beers in addition to Fat Tire.)
Print spreads are in the form of a Mad magazine Fold-in, and an online version recreates the folding process in 2-D. (It also appears on Wired magazine’s iPad.) Folded open, New Belgium brewer Peter Boukaert claims he’s, “always hated Fat Tire. It’s the hardest beer for us to make,” while across from him, company co-founder Kim Jordan says she’s “always loved Fat Tire.” Folded closed, a Fat Tire bottle, called New Belgium’s “Joy Ride,” appears, with its signature fat tire bike on the label.
The Fold-ins will appear in Outside, Rolling Stone, Men’s Journal, Wired, Dwell, and 40+ additional alternative, outdoor, and brew-related niche publications. The Fold-in can be seen online at www.newbelgium.com/joyride.
CD/AD: Monte Mead
CW: Melyssa Glassman
Photog/Model Maker: John Johnston, Denver
Media Agency: Backbone Media