New Belgium’s Summer Campaign Focuses on Fat Tire, Millennial Drinkers

FT. COLLINS, Colo. — New Belgium Brewing launches their summer campaign, “Pairs Well With People,” this week with a focus on Fat Tire and the Millennial Drinker. A dynamic media mix including digital, social, web and television will shine a light on Fat Tire Amber Ale while introducing a whole new audience to New Belgium’s flagship beer.

Skateboard legend-turned-documentary-film-director, Stacy Peralta (“Dogtown and Z Boys”, “Riding Giants”, “Bones Brigade”), directed a cast of New Belgium co-workers in the :30-second broadcast spots. Slated to run in 12 television markets, those spots will also run alongside a series of :15-second shorts in a 30-state digital overlay covering New Belgium’s area of distribution.

“We believe there is huge opportunity to introduce beer drinkers to the friendly shores of the craft brewing community and to New Belgium and Fat Tire as well,” said New Belgium Brewing Branding Director, Josh Holmstrom. “There is such a wide variety of new and interesting media to engage with them including social, mobile and Digital Video.”

The commercial spots were shot over three days in Fort Collins, CO this spring featuring brewery co-workers and a soundtrack by long-time New Belgium musical collaborators, March Fourth Marching Band. Cultivator Ads of Denver developed the creative with New Belgium, and Peralta assembled his crew through his commercial production company home, Nonfiction Unlimited.

“One of the most fun productions I’ve been on,” said Peralta. “The company is populated with a large number of wild personalities who work very hard and who take crafting beer very seriously, yet they are very accessible and open — we had access to every physical aspect of the brewery and we were free to set shots up in whatever fashion we chose.”

The campaign’s social elements will feature a Facebook app that allows users to insert a photo into a sharable New Belgium-themed frame, which enters them into weekly drawings to win a custom cruiser bike. There will be opportunities to win a bike on Twitter and Instagram as well. On premise promotions will include beer and food pairings, bike giveaways and postcoaster contests.

New Belgium’s “Pairs Well With People” campaign will run through Labor Day, 2013.


New Belgium Brewing, makers of Fat Tire Amber Ale and a host of Belgian-inspired beers, is recognized as one of Outside Magazine’s Best Places to Work and one of the Wall Street Journal’s Best Small Businesses. The 100% employee owned brewery is a Platinum-level Bicycle Friendly Business as designated by the League of American Bicyclists, and one of World Blu’s most democratic U.S. businesses. In addition to Fat Tire, New Belgium brews eight year round beers; Ranger IPA, Shift Pale Lager, Rampant Imperial IPA, Sunshine Wheat, 1554 Black Ale, Blue Paddle Pilsener, Abbey Belgian Ale and Trippel.


Nonfiction Unlimited is a bicoastal commercial production company working with award-winning documentary filmmakers on commercials, content and sponsored documentaries for screens large and small.

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