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Screen Magazine - Index

Screen Magazine - Screen Magazine: Vol. 29, Issue 13 - Index

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TM Advertising has launched a new
branding campaign for Redhook
Ale Brewery, one of the leading
independent brewers of craft beers in
the U.S. The new “Liquid Goodness”
branding campaign consists of new
print, radio, online, out-of-home and
point-of-purchase, as well as a new
microsite and coaster contest found on
www.whatwouldredhookdo.com. The
brand campaign will run through 2008.
Print advertisements will run in various
publications including “San Francisco
Guardian,” “Seattle Sound,” “Seattle
Weekly,” “Sports NW,” “The Stranger”
and “Hartford Advocate,” and include
copy like, “Redhook will always
confirm your alibi,” “Redhook would
never sleep with your ex. Even if you
gave him permission” and “Redhook
would come over to your house and
help you lift heavy stuff.” A wallscape
ad, featured prominently on a Seattle
building located near the Space
Needle and north of downtown, reads,
“Redhook would never move your
favorite team to Oklahoma.” Point-ofpurchase
and radio ads carry similar
branding messages and reflect the
new “Liquid Goodness” themeline.
“Consumers told us again and again
that Redhook beer is always good and
reliable. These are similar attributes
that you’d want in a friend and was
the inspiration for the new campaign,”
said Forrest Healy, creative director for
TM Advertising. “‘Liquid Goodness’ was
born out of the notion that Redhook is
not only a delicious, handcrafted ale,
but also a good friend that always has
your back.”
The “What Would Redhook Do”
coaster contest is open to consumers
nationwide, although ads target areas
surrounding Redhooks’ northwest
and northeast breweries. Contestants
can submit an idea for a Redhook
coaster at the new microsite. Eight
winners will have their coasters printed
and distributed nationally at bars this
fall. Print ads promoting the coaster
contest feature Redhook beer bottles
and branded beer glasses with copy
that reads, “Redhook wants you to be
famous. In a beer-soaked cardboard
kind of way.” The contest will run until
August 29, 2008.
“Redhook is an approachable, friendly
and easy-going brand, which is why
we love the new ‘Liquid Goodness’
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idea for our branding campaign,” said
Erin Crum, Redhook brand manager
for Craft-Brands Alliance. “Our new
campaign truly captures the personality
of the Redhook brand, and ties nicely
to its heritage as a craft beer pioneer.”
//www.tmadvertising.com
An American Airlines commercial
produced by TM Advertising,
American’s long-standing advertising
agency of record, was awarded a
Bronze Lion at the prestigious 55th
International Advertising Festival,
the world’s largest and most revered
advertising competition.
The commercial, “Team Building,”
which can be viewed on www.
aa.com/whyyoufly, features two coworkers
desperately trying to change
their flights to an earlier departure so
they can escape their team-building
seminar. Directed by Frank Todaro of
Moxie Pictures, the commercial aired
this spring and will be on the air and
online again in the fall. More than
25,000 pieces of work were entered
in this year’s festival, and American
Airlines was the only airline in the world
to win a Lion this year in the category of