Sydney creative agency Mr Mumbles launches own ‘Seven Hills Cream Ale’ beer and campaign in a bid to attract alcohol brand to client roster

In a bid to attract an alcohol brand to its client roster, Mr Mumbles has recently completed a strategic self-promotional campaign that sees the agency brew and launch its own boutique beer label, Seven Hills Cream Ale.

To prove actions speak louder than words, the multi-media campaign targets the country’s most esteemed beverage brand managers, with the aim to showcase the agency’s creative credentials and stand-out in this highly competitive market sector.

Says Laurie Ingram, Mr Mumbles creative partner: “A recent IBIS World study on the beer market indicates the flourishing micro brewery market is set to double over the next four or five years.

Click here to view Seven Hills Brewery.

“Knowing that the alcohol industry’s ever vigilant marketers would be keeping a keen eye on this sector we decided to completely immerse ourselves in the category by creating our own brand.”

Phase one of the teaser campaign saw the creation of full-page press and online banner ads promoting Seven Hills Cream Ale in Drinks Trade, the most widely distributed business-to-business drinks industry publication. The agency has already received enquires from liquor store managers interested in stocking the label.

To create further momentum and engage brand managers on a strategic level, Mr Mumbles built industry news blog Boutique Brewery News and sent postcards from the site to its target audience – beverage brand managers, alerting them to the arrival of a new market rival and directing them to the new brewery’s website.

Once landing on the Seven Hills Brewery homepage, Mr Mumbles finally reveals that the brainchild behind the new boutique beer label is in fact a Sydney-based creative agency that wants to work with their brand, not compete against it.

Bottles and four-packs of Seven Hills Cream Ale were also sent out to the target market to complete the picture by revealing who is behind the brand and to sample Mr Mumbles’ brewing efforts.

Says Andrew Town, Mr Mumbles creative partner: “Clients, like all people, are more motivated and convinced by experiences not words on a power point presentation. It’s an engaging way for us to actively involve ourselves within this space and demonstrates that we can (literally) walk in the client’s shoes to understand their business needs better than anyone else.

“It’s a shorthand way to have a drink with a lot of brand managers at the same time: some of the most interesting conversations happen over a beer.”

Click here to view Boutique Brewery News.

Agency: Mr Mumbles