sampling of pyramid marketing projects
DESCRIPTION
Just a small sampling of the marketing projects I worked on while at Pyramid BreweriesTRANSCRIPT
![Page 1: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/1.jpg)
Sampling of Shaun Madsen’s marketing projects at Pyramid
Breweries
![Page 2: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/2.jpg)
Pyramid Distribution
![Page 3: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/3.jpg)
New Product Development and Packaging Re-Designs
![Page 4: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/4.jpg)
Costco Brewers Box
![Page 5: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/5.jpg)
Imperial Hefeweizen
![Page 6: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/6.jpg)
Package Redesigns
2004 - 2007
Redesign extended to bottle labels, 12packs, tap handles, mother cartons, and all POS
2007-2009 2009 - Present
![Page 7: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/7.jpg)
New Brand Positioning
Introducing lifestyle components and key elements
Fall 2008
![Page 8: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/8.jpg)
![Page 9: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/9.jpg)
![Page 10: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/10.jpg)
![Page 11: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/11.jpg)
![Page 12: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/12.jpg)
Summer 2009 Variety Pack
Curve Ball - 2009
![Page 13: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/13.jpg)
New Spring 2009 Seasonal
![Page 14: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/14.jpg)
Crystal Wheat
Crystal Wheat Ale is first introduced to the market in April ‘08
Distributor/Retailer Sell Sheet
![Page 15: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/15.jpg)
Curve Ball Seasonal Campaign
New packaging and new Blonde Ale liquid
On-premise poster and table tent insert
Online creative
![Page 16: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/16.jpg)
New Brewers Box
Costco/Sam’s Club Brewers Box
Grocery Brewers Box
Distributor/Retailer Sell Sheet
![Page 17: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/17.jpg)
Limited Edition Packaging
Costco Grocery
![Page 18: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/18.jpg)
Grocery Promotions
![Page 19: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/19.jpg)
Hef Summer Golf Getaway
In Store Promotional Elements
![Page 20: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/20.jpg)
Hef Summer Golf
![Page 21: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/21.jpg)
Cooking With Beer ’08 Retail Promotional Program
6 Pack Bottle Necker
Front side with value offer either on food item or
Pyramid product
Back Side with dinner recipe incorporating Pyramid beer (s)
Case Card POS
![Page 22: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/22.jpg)
Fly, Fly Away Mariners Sweepstakes
In Store Promotional Elements
![Page 23: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/23.jpg)
![Page 24: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/24.jpg)
Safeway Affinity Programs
Case CardsCoupons
![Page 25: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/25.jpg)
Seasonal Campaigns
![Page 26: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/26.jpg)
Curve Ball POS
![Page 27: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/27.jpg)
Broken Rake
![Page 28: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/28.jpg)
Snow Cap Seasonal POS
![Page 29: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/29.jpg)
Strategic Partnership Development
![Page 30: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/30.jpg)
Applebee’s Custom POS
Sampling of national account custom seasonal on-premise creative
![Page 31: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/31.jpg)
Seattle Mariners PartnershipSEATTLE’S PYRAMID BREWERIES AND
MARINERS ANNOUNCE PARTNERSHIP FOR 2008 BASEBALL SEASON
Northwest Favorites Team on Events and Promotions for Fans of Award-Winning Baseball & Beer
SEATTLE – DATE – Pyramid Breweries, Inc. announced a new multi-year sponsorship deal with the Seattle Mariners today that should give local fans another reason to cheer! “Fans in the Northwest are passionate about two things: baseball and beer. And they love the Mariners and Pyramid,” said Scott Barnum, CEO and Chief “Weizen” Guy, Pyramid Breweries. “We’re looking forward to lively and winning events throughout the 2008 baseball season that will give locals even more opportunities to enjoy Pyramid as they root for our Seattle Mariners.” In celebration of the new partnership, Pyramid is also announcing its Opening Day Promotion for Fans of Award-Winning Baseball & Beer. Opening Day is Monday, March 31st at Safeco Field, Seattle Mariners vs. Texas Rangers at 3:40 p.m. The Pyramid Alehouse, located across the street from Safeco Field, will be open before and after the Opening Day game to welcome fans and the start of another exciting season. Mariners fans can go to www.pyramidbrew.com and enter to win a free lunch and complimentary beer tasting with Pyramid’s Master Brewer at the Pyramid Alehouse and two free tickets to Opening Day at Safeco Field. The promotion starts immediately and runs through March XX, 2008. About Pyramid Breweries Inc.
Pyramid Breweries Inc. is a leading brewer of specialty, full-flavored beers produced under the Pyramid and MacTarnahan's brand names. Pyramid’s family of unfiltered wheat beers continue to be honored by beer drinkers and judges, earning the most craft beer medals in the last decade at the prestigious Great American Beer Festival (GABF). Since its beginning, Pyramid beers have received a total of 34 medals at the GABF. The brewery has also received a total of 9 medals in international competition at the World Beer Cup.
The Company owns two alehouse restaurants adjacent to its full-production breweries under the Pyramid Alehouse and MacTarnahan Taproom brand names in Berkeley, California, and Portland, Oregon, respectively, and three alehouse restaurants in Walnut Creek and Sacramento, California, and Seattle, Washington. More information about Pyramid Breweries is available at www.pyramidbrew.com.com
Press Release
![Page 32: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/32.jpg)
Custom Mariner/Hefeweizen POS
Distributor/Retailer Templates
Double Sided Coaster
On Package Sticker
Alehouse Signage
Grocery Base Wrap for Displays
![Page 33: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/33.jpg)
C-Store Promotion
![Page 34: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/34.jpg)
7-11 Big Bite Promo – Summer ‘08
Worked with 7-11 to create store Ringing Instructions
![Page 35: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/35.jpg)
Rite Aid California Promo
![Page 36: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/36.jpg)
Advertising
![Page 37: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/37.jpg)
2008 Spring/Summer Advertising Campaign
Click on Folder icon to Play
Pyramid Radio and TV - 2008 (2).zip
Northwest Sports Tonight Spring/Summer Sponsorship (KING 5, KONG 6/16 & NWCN 2)
Radio Television
![Page 38: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/38.jpg)
Worked with Advertising Agency on Pre-Production Commercial Sketch
![Page 39: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/39.jpg)
Online Creative
![Page 40: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/40.jpg)
Seattle Times Sports Sponsorship
KING 5 News Sports
Seattle Times Homepage
Sponsorship
![Page 41: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/41.jpg)
Competitive Marketing Strategy
![Page 42: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/42.jpg)
Blue Moon Defense
• Blue Moon Brewery, owned by Miller-Coors, has had tremendous growth within the craft beer industry. The brand has hit the Pyramid Hefeweizen brand quite hard as they both compete in the wheat category, both are garnished with fruit and thus compete for the same customer.
• Through our research we found that most people had no idea that Blue Moon was indeed brewed by a major domestic brewer. Furthermore, our research said that a majority of craft beer drinkers purchase the product because of it’s authenticity and legitimacy to being independent.
• The goal was to execute an integrated guerilla marketing communication campaign to select competitive markets to shed light on the fact that Blue Moon was not a true craft brewer and instead owned by “the big guy”.
![Page 43: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/43.jpg)
![Page 44: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/44.jpg)
![Page 45: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/45.jpg)
![Page 46: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/46.jpg)
![Page 47: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/47.jpg)
![Page 48: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/48.jpg)
Market and Consumer Research
![Page 49: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/49.jpg)
Consumer ResearchWho is the Pyramid Hef consumer…?
{Research done in Los Angeles and Dallas in April ‘07}
Enjoying with a group of friends
Drinking with my better
half
Being outdoors: Hiking,
camping and sailing
Watching a game with friends
Laidback and Cool
Approachable
Like the outdoors
Underlying sense of sophistication
and wisdom
![Page 50: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/50.jpg)
Meet the Hefe Target
25-35
Mature
Active social life
Casual / Relaxed
Cooking
Traveling
Experimenting
Into savoring and enjoying different flavors
Regular game nights
Sophisticated but not taking oneself too seriously
“I’ve become a big wine fan, salsa fan and recipe and cooking fan. I’m finding that becoming a connoisseur of good beer has made me a connoisseur of other things.”
“As you grow older, you appreciate the finer things in life. You appreciate the taste and quality…kind of like wine. You are looking for more sophisticated experiences in life.”
![Page 51: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/51.jpg)
Misc.
![Page 52: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/52.jpg)
Grocery Shelf Talkers
![Page 53: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/53.jpg)
Distributor Truck Campaign
![Page 54: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/54.jpg)
Permanent POS
![Page 55: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/55.jpg)
Brand Story
![Page 56: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/56.jpg)
Beer Education Map
![Page 57: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/57.jpg)
New Website
![Page 58: Sampling of Pyramid Marketing Projects](https://reader033.vdocuments.mx/reader033/viewer/2022061209/5486367eb4af9f00578b4572/html5/thumbnails/58.jpg)
Project Manager for developing new trade website (www.marketing.pyramidbrew.com) that allows sales reps, distributors, and partners to access Pyramid logos, images, sell sheets, packaging
design files and logo/brand guidelines.
Pyramid Distributor Website