Siemens Uses Schlafly Beer to Tell Story of Manufacturing's Rebirth

Ogilvy Spots Highlight Growing Brewer's Innovation

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Siemens wants to show how it is behind the rebirth of American industry and innovation by banking on a new ad campaign highlighting its customers rather than the $96 billion multinational company itself.

The first of the spots feature The Saint Louis Brewery, maker of Schlafly Beer, and are set to air later today. They will appear during weekly programming on business- and science-focused networks including Bloomberg TV, CNN, Fox Business and Discovery, as well as Sunday morning media on ABC, CBS, NBC and PBS.

The ad primarily showcases key people who work at the brewery, as well as how Siemens technology allows the business and its individuals to work better.

"When we came across the makers of Schlafly Beer in our mining for stories to tell, we thought 'Here's a small company that is growing and determining how to manage that growth.' That's a story so many can identify with," said Bill Stabile, executive director for Siemens brand marketing. "Our goal wasn't to get across the product itself, but the size of the customer that we work with and how we work with them. This is a brand story for us on how we help America, the economy and who we are at Siemens."

Mr. Stabile and agency Ogilvy admit that they didn't start out to create a TV ad, but rather a documentary for online use on the kinds of companies using Siemens technology. The Saint Louis Brewery and Schlafly Beer had one of the more compelling stories that "lent itself" to TV, according to Scott Townsend, Ogilvy's executive group director and account lead for Siemens.

"Siemens is tied to the economy of the U.S. and with the campaign we wanted to show that there are people investing in America and innovating," said Mr. Townsend. "Schlafly was growing on its capacity to fill and with Siemens they were able to deliver; here's a small to midsize enterprise that is doing innovative things."

Siemens is targeting the current spots towards the C-suite and expects to highlight other business stories later in the year, though they may not all be TV ads.

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