Medium
Press, Spec
Background
Weird Beard brews modern craft beer. In the craft beer market, it’s often difficult to differentiate brands based on output alone.
Rather than attempt to do so, these press ads subvert expectation to get Weird Beard noticed. In doing so, they make Weird Beard familiar to Weird Beard prospects. And thanks to the ‘mere exposure effect’, making Weird Beard familiar to its prospects increases the chances of prospects choosing Weird Beard beers over and above competitors.
Creative
