A beer made to sell a brewery.
DIRECT | PACKAGING
FOR SALE ALE
Brief
After years of brewing award-winning, tongue-in-cheek beers, Garagista's founder, Steve, decided it was time to sell. He asked us to help; and naturally, wanted to do it the Garagista way: with irreverence and wit.
Solution
Garagista built its name by breaking the rules, and any new owner would need to embrace that spirit. So instead of listing it on business sale platforms, we brewed a beer to sell the brewery.
Introducing For Sale Ale: a bittersweet IPA that doubled as an ad,
giving people a literal taste of the brand they’d be buying.
The campaign began with classified ads in a national newspaper,
which we repurposed as the label design. The beer was then stocked in bottle shops across the Western Cape — targeting potential buyers exactly where they'd be looking: in the beer fridge.
Results
ROI: 150:1
We sold the brewery
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Cannes Lions
Breakthrough on a budget - ShortlistOne Show
Direct marketing - MeritLoeries (Creative)
Out of home - Gold
Packaging - Bronze
Media innovation - FinalistCreative Circle (Creative)
Out of home - 1st placeAssegai Awards (Direct)
Physical direct marketing - Gold
Innovative solutions - Gold -
Agency: DUKE
Executive Creative Director: Mike Beukes
Creative Directors: Gareth Cohen | Andrew Ringrose | Liam Olding
Copywriters: Liam Olding | Mike Beukes
Art directors / designers: Andrew Ringrose | Brinké Stemmett
Client service: Boitumelo Phetla
Production company: Tin Toy | DorsYear: 2019