Toronto craft beer maker Steam Whistle Brewing launched its first television ad last night, marking the first time the company has used an ad agency in its marketing.
The ad, which aired on CBC’s Ontario broadcast of The Hour with George Stroumboulopoulos and will continue in the slot for four weeks, loops the sound of a bottle being opened to create the chugging sound of a train. As the chugging gathers speed, the brand’s whistle logo appears and a voiceover calls out “all aboard.”
Toronto agency SharpeBlackmore Euro RSCG approached the brewery last month with spec creative in hand.
Typically, Steam Whistle relies on a 9-member internal team to develop its marketing, relying mostly on events and sponsorships.
“We were more concerned with getting a beer in someone’s hands and talking to them on a more personal basis in the community,” said Sybil Taylor, Steam Whistle’s director of marketing. “We’ve had agencies create ads on spec before. Usually we smile and say ‘That’s great, but no thanks.’ But we were blown away by this spot. They really seemed to capture the essence of the brand in such a simple yet clear way.”
That brand essence, as Taylor described it, is about occasions and friends; using pop culture to appeal to younger beer drinkers.
“Although we’re premium priced, we’re not an exclusive, snob-appeal brand like some European imports position themselves.”
According to Steam Whistle, it sells more than $20 million of its green bottled beer annually, but has only a 0.5% share of the Ontario market.
“We love the brand and we loved their look, and wanted to put some great thinking around it,” said Ron Tite, vice-president and creative director, SharpeBlackmore. “Knowing their aversion to agencies, we went in with a different approach.”
Tite said much of the initial discussion was around music. The brewery sponsors an indie music series called “Unsigned,” and Tite said a solid connection was formed based on an understanding of music’s importance to the brand.
“And we didn’t go in with a typical agency mentality of ‘We’re going to spend millions of your dollars,’ ” Tite said. “I think they liked that we have the capability of being just as grass roots as they are.”
Both Tite and Taylor said there are opportunities to continue working together, though SharpeBlackmore has not been named agency of record.
