New West

Launch campaign for Howdy Beer, marketed in Rocky Mountain states, targets the “New West,” typically self-reliant, millennial professionals, not exactly “cowboy,” but definitely not cosmopolitan. Campaign compares New West to Old, not always favorably, and by extension, questions the need for an over-fussy artisanal beer. Howdy is a quality “sessionable” pilsner, better than most mass beers, less expensive than most craft beers. Campaign includes Google Search, Instagram, Print, Poster and Experiential.