OPPORTUNITY:
Build awareness of “Kraeusening” — the Old Style brewing tradition of making things better. Infuse the phrase into the local Chicago vernacular and make Old Style beer a vital part of the neighborhood fabric.
 
CHALLENGE:
Old Style needed to find a way for the beer to be relevant in the hearts and minds of a younger generation of drinkers. The campaign set out to turn the arcane brewing process of Kraeusening into a simple, memorable expression that our new audience wouldn’t forget.
 
SOLUTION:
The innovative campaign went hyper-local by Kraeusening various Chicago-centric topics. Radio spots leveraged the talents of improv comedians from the famous Chicago iO theater to Kraeusen real, local news stories. The groundbreaking, unscripted approach created humorous, super topical commercials that positioned Old Style as a fresh, authentic Chicago brand totally in tune with the life of the younger drinker. In addition, the city’s ubiquitous water towers were Kraeusened with iconic out of home media as well as targeted digital executions in which Old Style made things better in all kinds of unique and surprising ways.