Alcohol brands' quests for authenticity often involve going back to the company's roots, waxing lyrical about their founders and spending millions on focus groups and glossy ads. Canadian beer brand Mill Street is taking the opposite approach in a print and radio campaign, which pokes fun at other beers' marketing strategies and goes for a "refreshingly honest" approach.
Art directors at agency Grey Canada actually created its print ads (seen here) in Microsoft Word -- with the message that the time not spent on advertising is spent on making the beer taste good.
Radio ads also take aim at other beer advertisers, poking fun at in-pack giveaways, focus groups, beer pouring sound effects and brewmasters' incredible true stories. (In the latter, actual Mill Street brewmaster Joel Manning explains bluntly: "We had a meeting. I decided it would be a good idea. Everyone agreed. And so, we made it.")
"This campaign is all about breaking through a cluttered category with originality," said Jeffrey Zietlow, Vice President of Marketing at Mill Street, in a statement. "A lot of beer companies are conveying the same kind of messaging and that often involves a lot of showmanship. We decided to go in a different direction which is to keep it simple and let our product speak for itself."