Interesting Strategy - Using Swag

I love swag. I still use my Entertainment 720 condoms.

 

That's shag not swag.

 

We’re these given out at Eclipse ?

 

I enjoy swag as much as the next guy, but if they really want me to purchase it in order to support/promote the brewery & product, they could at least reduce the price they charge the consumers for the "free" advertising. Just my $0.02. . .

 

Larry (@LeRose), thanks for starting this thread.

With the recent Bud Light fiasco, I have been reading more about the overall concept of branding, and with the situation of Bud Light how a brand can be ruined.

Some topics from the article:

“Our marketing strategy happened organically. Well before we opened, I was handing out hats, t-shirts, pins, and stickers to get the word out. And it paid off.” The owners of the brewery were proactive in getting their name out prior to opening the business and apparently this was a successful strategy via: “it paid off”.

“They have one of New England’s more recognizable logos. Whether you are walking in downtown Portland, ME or attending the Levitate Music and Artist Festival in Marshfield, it is likely you will see the Vitamin Sea round logo or duck along the way.” My ‘interpretation’ of the logo is that it is the sun rising over the ocean:



This logo does not really do much for me personally but apparently it is quite popular with the locals. I suppose this is a case of a ‘good’ logo plays a pivotal role in marketing?

"Our duck designs are by far our most popular and sell out as soon as we stock them. People want anything and everything with the duck logo on it - we’ve also had variations of the duck, including a skeleton duck for Halloween. We’ve created some fun characters that translate well to merch. The duck just took on a mind of its own."

The depiction of the duck reminds me of rubber ducks that you would put in a bathtub to amuse your young child while you give them a bath. Maybe this is the appeal here? Once again, not something that ‘resonates’ with me personally.

Despite some of my ‘naysaying’ above I suppose you can’t argue with success here?

I can’t help but wonder if the success of the Vitamin Sea branding here is a function of the brewery’s location (South Shore/New England). Will this sort of marketing translate with equal effects in other parts of the country?

Cheers!

 

Sounds like a guy who remembers, because he was there!

 

I've always felt like merchandise is an odd one. I don't like paying a premium to advertise for a brewery (or any brand.) Some of the going rates I see for merchandise at breweries is just too much, IMHO. That said, if the logo is cool and the price is right, I'll consider buying brewery merchandise.

 

I don't know anything about this brewery, and the link isn't working for me, but if they want to increase sales they probably should consider changing the brewery's name. Having the word Vitamin in the name is a turn-off for me. I'm not against being healthy, it just isn't a complimentary word to associate with beer.

 

Yeah something about the name definitely turns me off too. A vitamin sea doesn't sound good at all

 

Agreed on all points. Non functioning link. Unless the Vitamin Sea is a geographic body of water that locals are familiar with then I agree with the name being bizarre.

I personally would prefer an establishment I’m purchasing beverages from be known for their quality beer than t shirts.

Edit: Vitamin Sea is acceptable name if they only make beer smoothies with spinach.

 

For those who can't read the article, try this link: https://hot969boston.com/galleries/massachusetts-brewery-is-crushing-it-with-their-merchandise/
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So, it's as if they're using, well, so-called "promotional items" to - ah, how would one put it? - "promote" their products?

I've seen start-up breweries (and some that never did open) selling this stuff before they're even licensed. I don't know - my primary breweriana collection was brewery-branded openers. I liked them because they were (but not anymore) typically given out for free - at the register or behind the bar was a box of them, courtesy of the brewery. I mean, what's the point of a collection if all you have to do is buy the item? Where's the fun it that?

 

The link to the article is not working for me. Anyone else?

 

Try the link in post #12.

Cheers!

 

re: Vitamins & Beer

It didn't hurt Schlitz*.


* Although the linked article doesn't mention it, I've always read that the Feds killed the campaign because it violated the prohibition against making health claims for alcoholic beverages.

 

I think it's less to do with the brewery and more to do with marketing and name recognition. Similar to how Livestrong, North Face, and Gymshark created a trendy brand that people flocked to. Nothing against them, but I think this speaks volumes about their marketing ability rather than the product itself. I'm all for good brewery marketing, so good for them!

 

I won’t buy things with brand names on them. Give me the shirt/hat etc and I will wear it if I like it. I pay you to promote you? Nah. I have a few Phillies shirts that were SGA , thrifted or gifts. I will support some bands, radio stations and such.

Enjoy