Ethel's Brew is a new craft beer brand launched, apparently, by an 88-year-old Brooklyn grandma, Ethel Goldschmidt. It's not clear who's really behind the brand -- although creative spokesman (and Ethel's grandson) 'Seth Goldschmidt' tells us all will be revealed soon. But their launch campaign, featuring Ethel and her mission to live a little after husband Burt's passing, is fun. As well as the videos, there are outdoor ads, a websiteand Facebook, Twitter and LinkedIn profiles for the newly single Ethel, who also has her own blog. Meanwhile, samples of Ethel's Brew are doing the rounds at Cannes.
Update: Turns out, it's DDB Worldwide that is behind Ethel's Brew. The effort, according to the agency's statement, was created to raise awareness of DDB's social media chops. The beer itself has nothing to do with an "Ethel" either: It's a beer by Brasserie Duyck out of Jenlain, France. 15,000 units were distributed at Cannes, with lots of posters and videos. Instead of throwing a party, DDB decided that they'd rather just create something more "reflective of DDB's creative nature," according to worldwide CCO Amir Kassaei. "Anyone can throw an over-the-top party, but pulling off a brand and product launch on a shoestring budget is a more exciting challenge for our teams," he said.