Craft beer drinkers love a beer with a good story. As the second-oldest brewer in the nation and Minnesota’s oldest, Schell’s boasts a rich history and quite a story that had never been told—until we helped them declare, “We Are German Craft Beer.” A new tagline, yes, but also an entirely new beer category. After the campaign launch, Schell’s outpaced the craft beer category in sales. (Creative Director | Primary Writer)
What’s a German Craft Beer without a festive German sing-a-long?
With a budget the cost of a Schell’s six-pack, we created some celebratory TV spots.
We overhauled the Schell’s website, too, giving it a modern look and feel without losing any of the legendary brewery’s German heritage or crafted aesthetic. Please click any of the images below to visit the site.