Prime is the simple lager from one of Nova Scotia's oldest craft brewers, Propeller Brewing Company.
Propeller has built a reputation over the years for its innovative, handcrafted beers and seasonal brews. Recognizing a gap in the market for well-made, great-tasting, easy-drinking beer, it introduced Prime in 2021 with a digital-only focus.
When we started working with them at the end of 2022, we recognized that this approach wouldn’t build awareness of this brand-new entry into a crowded category. Researching their ideal customer, we recognized that “local” had become synonymous with “craft,” which their audience didn’t want. They just wanted a beer.
We reframed the narrative around the brand, introducing a platform that pokes fun at how craft brewers describe their products. The ads helped express the product’s true nature, summed up with the tagline “JUST GOOD BEER.”
