"Bard's Beer is America's first gluten-free beer and the only one that is crafted with 100% malted sorghum to achieve traditional taste and aroma."
Here's the story:
It began as a tale of woe: two self-professed beer aficionados discovered that they were allergic to wheat, one of the main ingredients in 99% of beer. After crying in something other than beer for awhile, they decided to take action: They crafted Bard's Tale Dragon's Gold, the first gluten-free beer to use 100% malted sorghum to achieve traditional beer taste and aroma. Although they quickly became one of the top four players in this niche market, Bard's soon began to see major competition (Anheuser-Busch). To survive, they had to find a way to separate themselves from these interlopers while staying true to their craft origins.
Problem/Challenge Hunt Adkins Ad Agency faced:
Hunt Adkins Ad Agency objective was to re-brand Bard's so it spoke to the gluten-free enthusiast market without alienating the craft-beer drinker‹those guys who will not compromise one iota on taste. Bard's needed to speak to the beer drinker in all of us instead of the gluten-free beer drinker in some of us.
Solution:
In order to position Bard's as the gluten-free beer of choice and get it into the consideration set of all beer drinkers they leveraged the essence of Bard's, which was this: Bard's was created out of a love for beer. Unlike some competitors, Bard's was never about exploiting some market niche. It was created to protect everyone's inalienable right to pull up a stool and drink a cold one with friends.
It began as a tale of woe: two self-professed beer aficionados discovered that they were allergic to wheat, one of the main ingredients in 99% of beer. After crying in something other than beer for awhile, they decided to take action: They crafted Bard's Tale Dragon's Gold, the first gluten-free beer to use 100% malted sorghum to achieve traditional beer taste and aroma. Although they quickly became one of the top four players in this niche market, Bard's soon began to see major competition (Anheuser-Busch). To survive, they had to find a way to separate themselves from these interlopers while staying true to their craft origins.
Problem/Challenge Hunt Adkins Ad Agency faced:
Hunt Adkins Ad Agency objective was to re-brand Bard's so it spoke to the gluten-free enthusiast market without alienating the craft-beer drinker‹those guys who will not compromise one iota on taste. Bard's needed to speak to the beer drinker in all of us instead of the gluten-free beer drinker in some of us.
Solution:
In order to position Bard's as the gluten-free beer of choice and get it into the consideration set of all beer drinkers they leveraged the essence of Bard's, which was this: Bard's was created out of a love for beer. Unlike some competitors, Bard's was never about exploiting some market niche. It was created to protect everyone's inalienable right to pull up a stool and drink a cold one with friends.
I wished I worked for Hunt Adkins Ad Agency to help create this. I think they did a great job! I'm on the hunt to try one and will let you know the outcome...
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