Go Brewing★Est. 2023

Cold
Standard

American Lite Brew
Crisp★Classic★Easy
Cold Standard 12 oz can
45 CALORIES
02★Brand idea

Classic at the core..

Making drinking fun again

Classic American Lite Brew with a modern sense of humor: classic at the core, laid-back in attitude, dry/simple/understated, and open to occasional weird surprises.

Classic
Laid-back
Understated
Weird surprises
03★Packaging architecture

Classic packaging

The standard 12-pack and can are the core brand identity. Crisp, classic, easy, 45 calories, and legible from three feet away.

12 oz★12-pack★45 calories
The core
Everyday brand identity
Cold Standard 12-pack carton with can
04★Concurrent campaign lanes

Campaigns

Evergreen
This guy.
Dan up on the Ferris wheel, Lindy with funnel cake
:30 spot ★ Monthly

The evergreen story of th everyman.
Promotional
The magical can.
Find it★Scan it★Win it

The craziest sweepstakes ever. Find it, scan it, win something wild.
Admit one
Dan up on the Ferris wheel, Lindy with funnel cake
05★Launch campaign

This guy

06★Everyman without saying it

Somebody has
to watch.

Cold Standard represents the normal person’s point of view in a world that keeps getting more extreme. Dan is the exaggeration. Lindy is the audience.

Dan
Lindy
Climbs the Ferris wheel.
Eats funnel cake.
Runs on a cement truck.
Sits under an umbrella with a beer.
Does something objectively impressive.
Gives him credit… and has absolutely no interest in joining him.
Good for them.
Dan running on a cement truck, Lindy under an umbrella

Dan Churchill, chef & athlete & Lindy, normal dude who keeps seeing Dan do crazy things, yet Dan never sees Lindy.

07★Launch campaign

The magical can.

The craziest sweepstakes ever.

Everyone has a chance to get a can of Cold Standard with prizes; the cans will have QR codes on them. Each can provide a “unique” opportunity.

10
Weird cans in distribution
10
Ridiculous prizes
1–100
Cans with a QR code
Find it★Scan it★Win it
Spring
Surprise sweepstakes can
08★Retail POS

Drink like
a legend.

Floor display and case stacker, one headline that reads across the aisle. Shelf talkers point at the magical cans.

Shelf talker
Find the magical can. Scan it. Win it.
Floor display ★ case stacker ★ shelf talker★Magical cans in distribution
Cold Standard floor display in store: Drink like a legend, find the magical can and win
09★The email

Launch
email.

Subject: Pretty incredible.
Preheader: Somebody had to drive them there.
Same copy runs as SMS, paid social, display and Instacart
Cold Standard launch email: Pretty incredible, somebody had to drive them there
10★The ads
Paid social 1:1
Dan on the Ferris wheel, Lindy with funnel cake
Pretty incredible, the beer too.
We all know “that guy”
Story 9:16
Lindy under an umbrella with a can
Good for them.
But that looks hard
Display 970 × 250
Cold Standard can
Brewed to crush like
your fav old lager.
Find it
Also runs on
Instacart
11★Non-influencer campaign

Non-o-influencers.

Not nano. But not nothing.

People who would like to post but would rather live life. They have an impact on real life despite their lack of posting on Facebook. The goal is for them to share it with friends and neighbors and get a free 6-pack on us.

5k
Followers or fewer
No
Media kit required
6-pack
On us, for sharing it with friends and neighbors
12★PR plan
Trade first ★ Then the ad press

How we attack it.

Trade
Brewbound
Beer Business Daily
Craft Brewing Business
The angle

A non-alc brewer launching a full-strength lite lager, and where it lands on shelf.

Ad & marketing
Ad Age
Adweek
Marketing Brew
The angle

The campaign story. An everyman brand that never says everyman, and the character work behind it.

Consumer & lifestyle
Food & Wine
Men’s Health
Thrillist
The angle

Dan and Lindy, the magical cans, and 45 calories.

13★Omni-channel
One campaign ★ Seven places
Cold Standard can
Cold Standard
“This Guy” on CTV
Hulu and 100+ streaming channels.
Magical can
The craziest sweepstakes ever.
Digital ads
What we do best, including Instacart.
DTC
Site, Amazon, email and SMS.
Non-o-influencers
5k followers or fewer.
PR
Sets the story before shelf.
POS + sampling
At the shelf, can in hand.
14★Launch timeline

Timeline.

Aug – Oct
Build
Sep 15
Email
tease
Oct 1
DTC & PR
soft
Jan 1
Retail
launch
Jan – Dec
Monthly
Dan + Lindy
Spring
BBQ
giveaway
American Lite Brew
Enjoy responsibly. 21+.