To successfully reach an overstimulated millennial audience, brands must find campaign tactics that stick. Harnessing trends and creating unique engagement opportunities helps put brands at the center of the conversation for this target audience. Let’s focus on two recent campaigns centered around beer and how these brands are stepping into the spotlight to grab millennial attention.
- Patagonia Provisions x Dogfish Head Craft Brewery
This collaboration introduces an environmentally friendly brew – the Kernza Pils pilsner. Featuring the ingredient Kernza, which is known to be a very climate-friendly grain, this beer taps into two key millennial values – environmentalism and craft brewing.
Both brands have values centered around environmental consciousness, which helps this campaign resonate through an authentic lens.
A survey by Nielsen found that 75% of millennials care about sustainability – to the point of changing their buying habits to favor environmentally friendly products. Plus, the vast majority of them said they are willing to pay more for eco-friendly products versus their cheaper competitors.
Plus, findings show that millennials have tendencies to prefer craft beers. According to a survey by DSM, about half of under-30 year olds surveyed increased their consumption of craft beer, and prioritized the beer quality as most important to them.
Utilizing the grain Kernza, which doesn’t need to be replanted each year, prevents soil erosion and takes carbon out of the atmosphere and into the ground.
On top of using a sustainable grain to produce the brew, Patagonia is also donating 1% of profits to environmental grants and initiatives. Plus, the brand is reusing, recycling, and refurbishing used gear to sell at discounted prices.
- Peroni Nastro Azzurro – Italian Beer
Peroni recently launched its first TV campaign since two years ago. The purpose? To target young people with travel-oriented values, establishing the brand as exotic, fun, and out of the ordinary. The ‘Live Every Moment’ ad is set in beautiful, cliffside Positano, Italy and highlights the brand’s rich Italian culture.
Research shows that millennials, more than previous generations, are making travel a priority – and with covid restrictions lifting, young people are planning more international travel. To support this trend, Peroni is offering a chance to win $20,000 toward a trip to Italy. Plus, they’re offering other prizes like beer money and expedited passport fees.
“We like to think of Peroni drinkers as those who live every moment to the fullest and have great taste. They’re those friends you go to for a great recommendation — whether that’s for a new restaurant, travel destination or a strategic splurge on something stylish,” said Cara Lauritzen, senior marketing manager for Peroni.
