![]() There’s always something going on at the taproom, from jazz by New England Conservatory musicians, to book clubs hosted by the Somerville Public Library, to a Best of Boston indie trivia series. It shares warehouse space with the innovative Tasting Counter restaurant, Somerville Chocolates, and fledgling food businesses like resident Venezuelan arepa vendor, Carolicious. Somerville’s first production brewery in 100 years has been building community since opening in 2014. New Everett cannery open Wednesday through Sunday for drive-thru beer pickup also open Friday and Saturday for on-site service. Status: Somerville brewery open Tuesday through Sunday for on-site service and beer pickup also open Monday for to-go service only. The decision to promote Sculpin was made in the hours leading up to the first pitch, according to CMO Jim Sabia.īoston Beer Company also debuted its “Fill your Glass” commercial during last year’s World Series Game 7.Photo courtesy of Aeronaut Brewing Co. Last year, Constellation Brands ran a 15-second ad for its Ballast Point Sculpin IPA during Game 7 of the World Series between the Houston Astros and the Los Angeles Dodgers. Harpoon isn’t the first beer company to make a last-minute bet on advertising its flagship IPA during the World Series. ![]() “I still worry about jinxes and am superstitious.” “I’m just glad the night this aired – between the National Anthem and the first pitch – that Boston won,” he said, noting his lifelong Red Sox fandom. ![]() Nevertheless, Bonacci believes Saturday’s ad could have reached approximately 26 percent of the households in the greater Boston market. In addition to airing on Saturday, the 30-second ad also ran during pregame coverage of Game 3, on Friday, about an hour before the first pitch - a time slot that is less desirable because fewer viewers are tuned in. “It is incredibly competitive, and so we need to start looking at options that we wouldn’t ordinarily consider.” “It’s very different than when we started out in the ’80s or even in the ’90s,” he said. “It was a great opportunity, and it seemed like a great time to try it out.”Īccording to Bonacci, this was the first time in Harpoon’s 32-year history that it has spent money on a television ad.Īpproximately 15 percent of the company’s marketing budget is reserved for various print, radio, and digital advertising opportunities, and Harpoon typically dedicates most of that spend on experiential marketing initiatives, such as beer festivals and other consumer engagement activities.īut that strategy is beginning to shift as the craft beer category gets more competitive, Bonacci said. “I was in the middle of doing a budget review for Q4, and we had some funds that hadn’t been allocated,” he said. Though he wouldn’t disclose how much the commercial cost, Bonacci said it was “more” than what Harpoon would “normally spend on advertising.” “It was a pretty big move for us, but we liked the idea of being a part of this World Series, with this team, and this year,” he added. “We’ve always danced around it, and we hear from people all the time when they have ad slots available. “We’ve talked about whether or not we should shift how we go to market ,” he said. Love Life.” video package that explains the meaning behind the Harpoon motto.Ĭhris Bonacci, the company’s vice president of marketing, told Brewbound that the decision to run the ad was made in the days leading up to games three, four and five, which were played at Dodger Stadium. The 30-second spot, which was purchased directly from WFXT, a Fox affiliate, was a truncated version of the company’s 2015 “Love Beer. ![]() “We’re more about, ‘Come down here and drink this great beer surrounded by a lot of great people as well and interact and have a wonderful time.’” “We’re not just about, ‘Hey come down here and try this exotic beer you’ve never had any place else,’” he said, as footage from the brewery rolled.
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