athletic brewing co
The ask: Change the perception of no & low-alcoholic beverages from being only for those practicing sobriety to the key to unlocking a newer version of themselves.
2024 Q1 Crowbar Awards: Awarded Silver
Full brief can be found at the bottom of the page
Athletic brewing’s pop-up tailgate tent
To be launched in college towns, NFL stadium lots, and at NASCAR races.
A high-energy brand activation designed to challenge perceptions of non-alcoholic beer. Featuring taste tests, a participatory Mad Libs board, and the ABC Games, an obstacle course-meets-beer-olympics culminating in a random, free tattoo. This experience invites guests to rethink what a tailgate could be without alcohol.
the sip n spill booth
Short-term installations on college campuses, at music festivals, and in high-traffic walkable cities.
A playful brand experience inviting guests to earn their brew. Fans step into a vintage phone booth, share a #SoberScaries moment, and receive a token to unlock a free Athletic beer at the vending machine on their way out. Select anonymous confessional clips will be featured on Athletic Brewing social platforms.
Problem:
The fear of missing out on a fun night just because you don’t want to drink alcohol is a common problem. Alcohol tends to get all the credit for the late-night decisions and the crazy stories told the next morning, but that credit is often misplaced.
Facts:
Tailgate culture is huge across the US, but plenty of hardcore tailgaters have a bit too much fun before the big game and miss out on the event. According to a 2023 US study, 10.2% of Americans 12 and older had an alcohol use disorder in the past year. Many young adults feel pressure to drink alcohol to fit in with their peers at gatherings and events.
Target Audience:
The Unfiltered Spirit. We’re for the people who are unapologetically themselves. They make those bold choices because that’s who they are—alcohol or not.
Big Picture:
We want Athletic Brewing Co. to inspire young adults, sober adults, and anyone interested in a hangover-free night to embrace their uninhibited, unfiltered self as they drink our non-alcoholic beer. With experiential events and strong social campaigns, we hope to start a free-flowing conversation on sobriety, alcohol consumption, and the importance of embracing those who choose non-alcoholic brews. We’re for the people who are unapologetically themselves. They make those bold choices because that’s who they are. Alcohol or not. We’re here to sponsor those crazy fun nights, but we’d never dare take the credit for all the things you do. On the flip side, if you make any bad decisions, we won’t judge, just don’t go blaming us.
Tagline:
Drink Responsibly. Blame Recklessly.
Objective:
Change the perception of no & low-alcoholic beverages from being only for those practicing sobriety to the key to unlocking a newer version of themselves.