PORTLAND BREWING ADS TAP INTO COLLEGE PAPERS: PUBLICATIONS ON 14 CAMPUSES JOIN ALTERNATIVE WEEKLIES IN MEDIA BUY

By Published on .

Portland Brewing Co. is trying to position its products as unpretentious craft brews in a newspaper campaign that includes college publications.

The estimated $400,000 print campaign pokes fun at both "snobbish" microbrews and mainstream beers, said John Gross, account supervisor at Moffatt/Rosenthal, Portland, Ore., which handles the creative.

CHOOSE YOUR VESSEL

For example, the text of one ad says that Portland Brewing's beers are delicious even when not served in "the proper 16-ounce tumbler"-the art shows such alternative vessels as a flowerpot and a bug sprayer.

"The microbrews are all touting the ingredients they use and how pure their beer is," Mr. Gross said. "We took a 180-degree turn and decided to take a cynical attitude toward beer snobbery."

The ads broke last week in alternative weeklies in Seattle, Portland and Phoenix. Come fall, they will appear in 14 college papers in California, Colorado, Oregon and Washington.

REACHING NEW DRINKERS

Portland Brewing has advertised in college newspapers for about three years in hopes of making an impression on new drinkers.

"We wanted to get people who are just starting to drink beer," Mr. Gross said.

Moffatt/Rosenthal handled the newspaper buys, but Cass Communications, Los Angeles, is placing in the college press.

Cass account exec Cindy Lemos estimated that 90% of college newspapers accept some form of beer advertising.

Other craft brewers, such as Boston Brewing Co. and Redhook Brewery, have placed ads in college newspapers in the past, she said.

In this article:
Most Popular