Copy by Mel Cook. Visual Design by Freelance Art Director.
Goose Island Ad Concept
“Taste the legacy.”
Within the last 20 years, craft beer has turned from being a niche product to becoming the future of American beer culture. Millennials have grown to love craft beer for its sophisticated image and taste.
Goose Island’s Matilda, is one of these beauties.
Goose Island is a well-known brand but needs to stay relevant as the craft beer industry continues to grow. American beer culture and the industry remain male-dominated. Most beers that are marketed to women reinforce negative stereotypes from pink fruity beers to calorie-conscious diet beers.
Women don’t want to be patronized, they want to be acknowledged and celebrated for their contributions. Historically, Alewives were the backbone of beer production. They were artisans and entrepreneurs who worked hard to feed their families. By honoring the legacy of beer Goose Island will bring women back to their history.
Territory:
Bringing women back to beer by connecting them to the feminist history of beer.
Social Ad V1
“Most women don’t get recognized for the work that they do. This has left a bitter taste in our mouths. That’s why we are honoring the legacy of women brewers. Since the beginning, alewives were the backbone of beer production. Wild in character, Matilda is an ale that will help cleanse your palate. We’re raising our glass to all women artisans and entrepreneurs. Tag your favorite woman artisan or entrepreneur with #tastethelegacy for a chance to win $10,000.00 to help support their business. Drink responsibly. Taste the legacy.”
Social Ad V2—Copy by Mel Cook. Visual Design by Freelance Art Director.
“Honor the legacy of women brewers. Raise your glass and tag your favorite woman artisan or entrepreneur with #tastethelegacy for a chance to win $10,000.00 to help support their business. Drink responsibly. Taste the legacy.”
“Let’s be honest, most women don’t get the recognition they deserve.”
“Let’s be honest, most badass women don’t get the recognition they deserve. That’s why we are honoring the legacy of women brewers. Matilda will cleanse your palate of all the bro bs. Wild in character—now that’s a taste we can get behind. Drink responsibly. Honor the legacy.”
V1
“Let’s be honest, most women don’t get the recognition they deserve. That’s why we are honoring the legacy of women brewers. Wild in character, Matilda will cleanse your palate of all of the bs. Now that’s a taste we can get behind. Drink responsibly. Honor the legacy.”
V2
“Let’s be honest, most badass women don’t get the recognition they deserve. That’s why we are honoring the legacy of women brewers. Wild in character, Matilda will cleanse your palate of all the bs. Now that’s a palate cleanser. Drink responsibly. Honor the legacy.”
V3
“A tale as old as time.”
“We’re tired of women’s contributions not being acknowledged. That’s why we are honoring the history of women brewers. Wild in character, Matilda will cleanse your palate of all of the bs. Now that’s a taste we can get behind. Drink responsibly. Honor the legacy.”
Copy by Mel Cook. Visual Design by Freelance Art Director.