Austin Beerworks • The 99-Pack
Helms Workshop • Video / Packaging / Print / Outdoor
“The 99-Pack”
Weighing in at eighty-six pounds and measuring over seven feet in length, the 99-Pack took the media by storm and went viral. Austin Beerworks made headlines across the globe, landing on the front page of Reddit and garnering profiles on Good Morning America, Comedy Central’s @midnight, NPR’s Morning Edition, Mashable, Gizmodo, CNN and many more. This video peaked at 1.5M views a day.
“The 99-Pack Case Study”
When we launched the brand, Austin Beerworks predicted their biggest seller was going to be Peacemaker an extra pale ale. But three years in it was not their frontrunner. We learned that drinkers were confused by the “extra pale” style classification: Was the beer extra hoppy, extra strong or extra light?
We set out to clear up any confusion by changing the beer style, to “Anytime Ale,” communicated that it’s lighter, easy-drinking and lower in alcohol. Even better, it tells drinkers exactly when is best to enjoy it: “Anytime is a good time for a Peacemaker.” To drive home the point, we created the brewery’s first multipack—and a huge sensation in the beer industry—the world’s first 99-Pack.
“Print”
The ‘triple wide’ spread ran in the Austin Chronicle in conjunction with micro ads throughout the edition.
“Billboard”
“Delivery Day Video”
When people realized this was an actual product and not a joke - it got crazy. I followed the ABW van as 99-Packs were delivered throughout Austin and cut this video. Favorite quote, “It’s too stupid by this much.”
“Packaging”
To drive home the new tagline, “Anytime is a good time for a Peacemaker” and help fill up seven feet of real estate - we came up with dozens of Anytimes. These populated the packaging and also the print ads.
