OUR CREATIVE WORK PLAN

key fact:

relaxed liquor laws have allowed the underdogs to enter into the market. the micro-brewery market is a booming one. 

consumer issue:

until now, there has only been one good local craft beer (Boulevard.) now, you have a choice. the demographic is developing a more mature taste and is ready for a more sophisticated beer.

advertising objectives:

raise brand awareness, direct to a website, and sustain brand loyalty.

strategy:

1) appeal towards the intellectual, educated, and culturally sophisticated beer drinker.

2) position ourselves against our competition (Boulevard) and do a better job appealing to the audience. 

3) promise that Free State is your brand of beer and it is going to taste goooooooood.