Athletic Brewing Co has announced the “largest-ever seasonal media investment” for its namesake non-alcoholic beer brand ahead of the US’s 250th anniversary in July.
The campaign, called ‘Exceed Every Expectation’, includes a 30-second advert (below) featuring co-founder & COO John Walker. The spot will be aired via streaming and online video platforms, backed by audio, podcast, digital and ‘out-of-home’ advertising, Athletic said.
The Connecticut-based company did not give exact details of the total marketing spend, but indicated it has involved a “120% increase in national media spend year-over-year”.
Alongside the spot, Athletic has released special-edition ‘wraps’ for Run Wild IPA 12-packs and 35.5cl cans, featuring stars and stripes. It has also launched a non-alcoholic radler called Fruited Fields. The new SKU is listed on the brand’s website with an SRP of US$14.99 for a six-pack of 35.5cl cans.
At the same time, Athletic has signed professional baseball player Teoscar Hernánde to front a separate advert. The 30-second TV spot featuring Hernánde is now airing “throughout Los Angeles”.
“Together, the summer campaign, limited-edition releases and signing of Hernández reflect Athletic Brewing’s continued growth,” the brewer said. “The company’s off-premise dollar sales are up nearly 24% [Circana] as more consumers embrace moderation and demand for flavourful non-alcoholic beer continues to rise.”
The moves follow the company’s Dry January activation in Canada and the US, dubbed ‘Athletic January’. Last year, Athletic announced a “multi-year” extension of an existing sponsorship arrangement with English Premier League team Arsenal FC in the UK.
