Schaefer's has been brewing beer since 1814, and has been one of the most original and classic beers to call New York it's home. The issue with things being original and classic, is that they are old. My team and I were tasked with the creative challenge to bring life back to the Schaefer's brand by marketing it to the young, youthful audience of today's alcohol drinkers. In a world of low-carb, fruity seltzers, where does Schaefer's belong?

Strategy

Instead of rejecting Schaefer's classic reputation and brand it completely new, we decided to embrace it's old-ness. Within target market research, we realized many young adults today love vintage aesthetics. Vintage clothes, accessories, music, objects, technology, ect. People today are very with the "trendy" and thrifty vintage lifestyle, especially here in New York City. Well, hey, Schaefer's is a vintage beer! If your vintage jeans match your old soul, why should your beer be any different?

Bring Back the Classics

Process

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Our process for our 30 second spot started with a much longer storyboard. You might notice we had to executively cut a lot of scenes conveyed here, but the story narration still carries over.

A girl in New York city, living a trending and vintage lifestyle, picks up a pack of Schaefer's Beer on her way to see some friends. Through Schaefer's, she enriches herself and the people around her in a classically good time